Yourself!Fitness

ELISE was part of the original marketing team that led the successful public relations campaign and product launch for Yourself!Fitness®—the first interactive home fitness game for the Xbox® and PlayStation®2. The campaign achieved 75 million media impressions and helped secure marketing partnerships with McDonald’s®, Rodale and Nordstrom.

Approach

At a time when the company was unable to place new product in stores, and the existing game had already been on store shelves for more than a year, we researched the company’s on-line community forum to find fitness success stories. We then pitched these testimonials to reporters of widely circulated publications in order to sustain interest and consumer awareness. Our messaging encouraged consumers to "Make A Commitment" to the product as part of their New Year’s resolutions.

Results

This strategy resulted in a Thursday Styles cover story in The New York Times and a product feature on The Today Show. Our strategic story pitching also garnered coverage by The Boston Globe, USA Today and other major newspapers, magazines and broadcast outlets. As a result of this outreach, the company experienced a significant increase in retail sales velocity. Our work in the gaming space connected us to Games for Health—part of the Serious Games Initiative funded by the Robert Wood Johnson Foundation—and a client since 2008.