MSN Health & Fitness is partnering with NBC’s “The Biggest Loser” to create “The Biggest Loser” Million Pound Match-Up. The promo which challenges America to lose one million pounds between Jan. 1 and March 11 includes an online component a five-city mall tour and a sweepstakes.
“It’s about engagement ” Karin Muskopf product manager MSN told Buzz. “We hear from consumers that they like to go on the site and read about things but they like to do things as well. The idea is to give them things to do when they visit the web page and be informative. Getting out and talking to people is one of the best ways to share what is on the web site.”
The Million Pound Match-Up inspired by this season’s “The Biggest Loser: Couples ” gives participants the opportunity to register with a workout partner on biggestloser.msn.com receive advice from trainers and MSN Health & Fitness experts document their progress using Windows Live Spaces and win daily prizes. The top five teams will win a trip to Los Angeles for the finale of the show. The winning team will receive an all-expense-paid luxury fitness trip for two and a personal trainer for a year.
In addition the MSN Health & Fitness team and contestants from “The Biggest Loser” toured malls in Chicago last weekend and will travel through Feb. 10 to Wichita KS; Mesa AZ; Houston and Miami to help raise obesity awareness promote the sweeps and encourage participation. Agency: Mr. Youth New York City.