The Fit Family Challenge is a statewide healthy family lifestyle program in which Palmetto Parent magazine participated in. In 2014, the magazine motivated families in the Midlands region of South Carolina to exercise and eat healthy during the summer break. To participate, families registered online and tracked activities for a chance to earn points and win prizes.
Objective: The partnership with Coca-Cola and other regional companies gained ad dollars for the publication. Readers got involved by registering online, tracking exercise activities and healthy eating habits to win prizes. This also increased magazine readership and brand awareness.
Tasks:
- Press conference at the state Capitol. Lexington and Richland county mayors named May 15 Palmetto Parent’s Fit Family Challenge Day
- Interviews with local/regional media
- Weekly email marketing campaigns included healthy tips, recipes, exercise activities and wise words
- Social media posts that showcased success stories
Results: More than 25,000 families participated in the challenge by week three of the eight-week challenge.