Virgin Active jumps on the Wimpy bandwagon

Virgin Active jumps on the Wimpy bandwagon

This week saw the fast food lovers in South Africa ablaze with Wimpy’s promotional offer of a free breakfast. The offer simply put was that Wimpy restaurants were offering their streaky bacon breakfasts for free between 7am and 8am on the 19th of January, 2012.

This however is not what I want to write about; I would rather like to talk about the stroke of guerrilla marketing mastery from Virgin Active.

Their offer broke on Twitter :

retort tweet from Virgin Active

This tweet was sent out short ly after breakfast and encouraged non-Virgin Active clients the opportunity to take advantage of a free workout at any Virgin Active (bar Classic Clubs) and work off the extra calories they just took in with the free breakfast.

This is sheer brilliance because of the following :

  1. It cost Virgin Active NOTHING.
  2. When non-members go to a Virgin Active club, they need to sign in and give their phone and email details – thus making a FREE list to which Virgin Active can market.
  3. It piggy backed on a lot of FREE exposure that Wimpy had paved the way for. There was a lot of buzz about the free breakfast and Virgin Active slid in right on top of that.

The only criticism that I have is that Virgin Active could have used this opportunity far more than they did. The Virgin Active tweet went out on the 19th of January – the same day as the Wimpy special. Wimpy started making noise about their special a few days before the special and had a few media punting it. (This memeburn article highlights which media they used.)

I feel that Virgin Active ran their response as a quick fire way to jump on the bandwagon and failed to realise how powerful it could have been for them.

I would be really interested to hear from Virgin Active if they have any Online Mention tracking in place to see how far their tweet went and then further to that see how many receipts were handed in from the free Wimpy breakfast!


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