Screen-free
summer strategy.

Teen Summer Challenge

Compared to previous generations, Gen Z is the most inactive generation. We set out to reverse this unhealthy trend.

Modern Consumer Insight

Teens spend far more time on screens than getting exercise. And activity levels drop even more during the summer when school’s out. We discovered that, with the right motivation, teens would happily set down their devices and start moving.

Challenge

Most gyms don’t allow anyone under 18 to join. Teenagers have very limited, if any, discretionary income. Social media prohibits targeting teenagers. And teens are hardwired to ignore advertising like it’s asking them to clean their rooms.

Solution

Planet Fitness lifted age restrictions for teens, and invited them to workout for free, all summer long. We filled social feeds with warnings of teens suffering from Summer Afflictions, and enlisted the help of Caleb McLaughlin from Stranger Things — using its popularity to help get butts off the couch. Now that’s meta.

Results

900k

Teens joined
Planet Fitness


101M

Social
Impressions


25k

Snap Chat
Swipe-ups
in 6 weeks