The concept was simple: integrate our successful TV campaign into the show, and integrate the show into our advertising. Our long-running TV campaign features people working out while wearing T-Shirts bearing their personal motivations. So we met with the show’s contestants and created personalised motivation T-shirts for them. We then featured the contestants in commercials just like those in our existing campaign.

 The contestants also wore their shirts on-camera throughout the show’s season. So viewers would see contestants getting fit on the show, then see the same contestants in the same T-Shirts getting fit in our commercials.

Results were fantastic. We topped the Nielsen product placement ratings, saw a double-digit percentage increase in call volume, and a double-digit decrease in cost-per-call. In other words, not only did the client hit a business-results home run with this sponsorship and promotion, consumers loved it and recalled it chart-topping numbers . Needless to say, the client was thrilled and is currently working on the plan for the next season of The Biggest Loser. A simple blurring of the line between advertising and entertainment, resulted in benefits for both consumers and our client.