MuscleTech Makes a Strong Comeback after a 6 Year Hiatus at the Arnold Expo
With thousands of bodybuilding enthusiasts and elite athletes attending the Arnold EXPO, the nation’s largest health and fitness exposition, the MuscleTech brand (Iovate Health Sciences International) aimed to provide a premium experience to attendees, positioning them as a global leader in sports nutrition.
Iovate sought to:
- Re-establish brand awareness: demonstrate the MuscleTech brand’s commitment and support of the bodybuilding market
- Drive booth traffic: leverage the power of influencers, celebrities and activities to drive booth visits
- Distribute samples: offer booth visitors opportunities to sample MuscleTech products
- Generate sales: convert samples to purchases on the show floor
The Strategy
- After a six-year hiatus from Arnold EXPO, where the fittest, strongest people in the world come together to celebrate all types of fitness, together with MuscleTech, we created a bold program designed to attract attention, drive traffic, generate product sales, and signify their re-entry into the elite bodybuilding market.
- To create a memorable experience, we gamified the environment and offered attendees the chance show their strength through physical challenges.
- We offered attendees the opportunity to sample the many product offerings that MuscleTech offers the fitness community.
- We looked at ways to increase foot traffic through the use of influencers and celebrities in the booth.
The Actions
We created an action-packed booth full of opportunities to show physical prowess, experience the MuscleTech brand, taste products and pose with celebrities, keeping attendees engaged and excited about the brand and increasing the reach of the show.
These included:
- Influencers and celebrities – A global press release, social media, and on-site signage, promoted the roster of all-star celebrity and social media influencer bodybuilders appearing in the MuscleTech booth.
Blessing “The Boogieman” Awodibu, winner of the 2022 New York Pro and 2022 Indy Pro, Jessie Godderz, Big Brother® personality and Lower Ohio Valley champion wrestler, Olympia Bikini Champion Maureen Blanquisco, and Nate Freihofer, a former military veteran (3rd Infantry Division) met and posed for photos and videos with fans and provided product education about MuscleTech products they used to prepare for bodybuilding competitions.
- Pull-up contest – Brand ambassadors invited visitors to complete as many pull-ups as possible in one minute, or do a pull-up hang hold for as long as possible. Ambassadors also served as announcers, amping up the gathered crowds and delivering light MuscleTech product messaging.
- Black Box VR® experience – Booth visitors were challenged to compete with each other in the world’s first virtual reality active in-game workout. After strapping on VR googles, participants were guided through a high-intensity combat workout, combining the excitement of gaming with real, effective exercises to build muscle and burn fat.
- Product sampling –Brand ambassadors served up sample-sized cups of MuscleTech products, including two of the newest, Burn iQ™ and EuphoriQ™, to provide opportunities for attendees to experience product benefits firsthand.
The Results
- Millions of social media impressions through influencers and attendee posts and shares
- Booth visitors lined up in the aisles
- Samples distributed: 9, 950 (10% of show attendees)
- Pull-up contest: 360% increase in participants
- 16-minute average dwell time at Black Box VR experience
%
increase in participants
Behind the Scenes
Check out more of our innovative projects!
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