Anytime Fitness will reward you anytime you hear 'anytime' in the Super Bowl

Fitness chain Anytime Fitness has found a way to work itself into Super Bowl conversation this year without running an actual spot. The brand is running a social sweepstakes where it will give away prizes to anyone who hears the word "anytime" during the Big Game broadcast. 

In a campaign via [email protected], viewers in the U.S. and Canada who post #JustHeardAnytime on Twitter or Instagram any time the word “anytime” is mentioned on air during the broadcast will qualify for a grand prize trip allowing the winner to travel to any of the chain's 5,1000 global locations. The trip is valid up to $20,000; other prizes include year-long Anytime Fitness memberships. 

The brand is posting a series of videos on social media which explain the rules; the word counts whether it's in an ad, during the halftime show or out of the mouths of commentators. The effort is also supported by contextual out-of-home ads targeted at people landing at Phoenix Airport for the game -- including a personalized message for Greg Olsen, who'll be calling the game.

“We know that New Year's Resolutions are typically abandoned in mid-February, so Sunday’s telecast presents the chance to engage with viewers while offering a free opportunity to get back in the gym and burn off some of those calories consumed during the Big Game,” commented Julie Anderla, vice president, marketing at Anytime Fitness.

"No event captures people's undivided attention like the Big Game," added Howard Finkelstein and Ross Fletcher, group creative directors at Mischief, in a joint statement. "So we wanted to really give people something to pay close attention to and turn this year's Big Game into a game fans could play at home. It's football meets bingo. Easy for anyone to take part—just like the brand's promise to make fitness easy for anyone to take part.  With prizes which reinforce Anytime's commitment to fitness literally anytime, any place in the world."