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CASE STUDY: EAS HULK at GNC EAS HULK INTEGRATED PROMOTION Client Objective: • Develop an integrated promotion for the EAS at GNC stores that leverages a strategic partnership with Universal Studios (Hulk) to maximize awareness and strongly influence consumer and trade performance The Hero: • Fitness-minded individuals who interested in getting the most out of their workout. Emotional Pulse Points: • The larger-than-life superhero – Hulk – connects with the GNC shopper who is not put-off by muscles, but often aspires for more size/strength. • Instant gratification via instant win game for Gym Equipment. • One-of-a-Kind motorcycle prize provides “gotta have it” stopping power. Shopper Insights: • GNC shoppers are very aspirational in nature and convey extreme passion for fitness. Their mindset is about bigger, faster, stronger, more fit – getting the maximum out of what they do to achieve their goals.

In-Store Poster

Program Details: • Integrated program includes multiple touchpoints to motivate GNC consumer purchase and motivate GNC store performance. • Instant Win Game provide immediate gratification and relevant prizes (EAS products and Home Gym equipment) • Breakthough sweepstakes prize of a custom Hulk Motorcycle creates huge stopping power • Program is communicated: In-store, on-pack, in-pack and on-line Results: • Significantly exceeded all display and product sales goals • The average user played the game over 12 times (3x the norm) • The average registrant time on the site is > 30 minutes!

On-pack Sticker

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Landing Page

http://easgncinstantwin.com/

http://demos.prizelogic.com/eas/

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Registration Page

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Instant Win Game

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Winner Page

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Tell A Friend Page

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Incredible Hulk Downloads

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GNC EAS Hulk Sweepstakes  

Prize Logic Online Sweeps