Campaign: Ride for Super Bowl XLVIII
Company: Flywheel and the NFL
Nonprofit Partner: The Snowflake Youth Foundation
Launch Date: January 1, 2013
Flywheel Sports and the National Football League are running a month-long program, Ride for Super Bowl XLVIII, to benefit the NY/NJ Snowflake Youth Foundation and NFL PLAY 60. The campaign includes in-studio challenges at Flywheel spinning studios in the tri-state area, an event series with NFL Legends and more. As part of an individual points challenge, riders will aim to achieve 4,800 “Power Points” during the month of January in order to be eligible to receive NLF-themed prizes. In a regional challenge, for every million “Power Points” earned, Flywheel will donate $10,000 to the Snowflake Youth Foundation and NFL PLAY 60, up to $50,000.
It’s that time of year when the masses resolve to get in shape and flock to fitness centers in droves. Flywheel is sweetening the resolution incentive with this cause-based campaign in partnership with the NFL. Choosing The Snowflake Youth Foundation may have been a natural choice but likely didn’t help drive patrons to Flywheel due to its tenure as a charitable organization (The Snowflake Youth Foundation is the charity created as an initiative of the NY/NJ Super Bowl Host Committee to renovate and transform after-school facilities in the area). The partnership with NFL Play60 seems a tighter brand alignment for fitness-focused Flywheel. We love the idea of adding a charitable component to any type of New Year’s goals and are eager to hear if you’ve seen others. If so, add them in the comments below!