DW Fitness First will launch its first ever film partnership with Twentieth Century Fox, a collaboration for the launch of new Hollywood blockbuster and action spectacle Terminator: Dark Fate.
A set of TV ads- backed up by digital, social and in gym/store communications- will drive consumers into one of DW Fitness First’s 120 gyms to try out the newly created The Dark Fate Challenge or sign and to one of their Be Back to Fit Programmes which provides consumers with a structured programme to get into positive habits and achieve their personal goals.
Linda Hamilton (Sarah Connor) and Arnold Schwarzenegger (T-800) return in their iconic roles in Terminator: Dark Fate, directed by Tim Miller (Deadpool) and produced by visionary filmmaker James Cameron and David Ellison. Following the events of Terminator 2: Judgment Day, Terminator: Dark Fate also stars Mackenzie Davis, Natalia Reyes, Gabriel Luna and Diego Boneta.
The advertising campaign rolled out across SKY channels from September 14, and will see epic Terminator: Dark Fate scenes intertwined with high adrenaline and high-speed action DW Fitness First gym moments, emulating the fast-paced and exhilarating nature of Terminator: Dark Fate – encouraging consumers to get into the gym to try The Dark Fate Challenge or a Be Back to Fit Programme and restart their fitness journey. The entire campaign places DW Fitness First experts and brand representatives at the heart, with DW Fitness First’s very own trainers and staff featuring in the adverts and across all creative. Adverts will also be seen on-screen at DW Fitness First gyms and stores nationwide.
The Terminator film franchise is iconic and has a global following with mass market consumer appeal and together DW Fitness First and Twentieth Century Fox have created the seven-week long The Dark Fate Challenge. The challenge was launched in DW Fitness First gyms nationwide on Judgment Day (Thursday, August 29), and will be the ultimate test of speed, strength and stamina. It will be available in gym for members and non-members competitors in gym, with the nationwide winners securing amazing prizes, including a once-in-a-lifetime trip to New York with incredible Terminator: Dark Fate experiences.
Alongside The Dark Fate Challenge, DW Fitness First will launch new Be Back to Fit Programme in collaboration with Terminator: Dark Fate, to support those who are new to the gym or looking to reset their fitness routine this September. Five exclusive six-week fitness programmes featuring themes and movements from the film are being launched – The Dark Fate Preparation Programme, Fat Burning Programme, Improving Fitness Programme, Improving Strength Programme and Back Together Programme – where people can chose their exercise plan and focus on progressing their own individual fitness goals and building gym confidence.
The DW Fitness First and Twentieth Century Fox Terminator partnership will culminate with in-gym activity throughout DW Fitness First’s annual Fitness Week (October 21) and to celebrate the UK film launch (October 23). Participants can take part in The Dark Fate Challenge and Be Back to Fit Programme with extra special surprise appearances and prizes for consumers who take part during this period.
Sarah Coles, Group Head of Communications at DW Fitness First, said: “We are extremely excited to be collaborating with Twentieth Century Fox on our first ever film partnership. DW Fitness First is committed to helping everyone create positive fitness habits, and both The Dark Fate Challenge and Be Back To Fit Programmes have been designed specifically to support, motivate and excite people to get back into a positive exercise routine this Autumn and create sustainable habits that they can stick to long-term.”
Victoria Llewellyn, Head of UK Partnerships of Twentieth Century Fox, said: “We are thrilled to be launching Terminator: Dark Fate and to be partnering with DW Fitness First to delight film fans, who have been much anticipating the release of the latest action movie. Together with DW Fitness First, we are excited to be giving our audiences the opportunity to experience the fast-paced and high adrenaline feelings of the film themselves, reflected with The Dark Fate Challenge. We hope everyone will want to feel part of the action and give a new fitness challenge a go!”
