Partnership

Orangetheory

When: July Where:10 Primary Cities

Mastercard will host a week-long promotion with Orangetheory, a fitness franchise offering group workouts focused on high intensity training. Traditionally, individuals can only participate in the service by purchasing monthly membership packages. This promotion allows participants a chance to work out at Orangetheory on a class by class basis for a discounted rate if they pay with tapand-pay. With a main consumer base of married, highly educated working adults age 25 to 44 years old, members of the funcional majority are likely to attend or be familiar with Orangetheory. 1

The promotion will take place at franchisee locations in our ten primary target cities. Messaging surrounding the event will promote this opportunity not only as a challenging and competitive workout, but also as the way for attendees to take control of their health and lifestyle. In order to engage both current Orangetheory attendees and newcomers, Mastercard will utilize popular Orangetheory instructors and the Orangetheory account to promote the event on their social media platforms, prior to and during the event. The promotion will also be sent out in existing e-marketing emails. Signage will be present at Orangetheory locations to increase overall awareness of tap-and-pay technology.

Goal: encourage our target audience to utilize tap-and-pay by incorporating a service they are already interested in. Incentivising class participation will drive consumers to discover how to use the technology on their own.

1. https://www.chainstoreage.com/store-spaces/csa-qa-orangetheory-on-fast-track-with-260-new-sites-in-2018/