Just in time for those New Year’s resolutions, AOL and Good Morning America are joining forces in a new promotion that will challenge an overweight population to lose weight and get healthier in 2006.
Starting in January, the two will kick off the American Takes It Off challenge, which asks consumers to make a pledge to lose weight. AOL and Good Morning America are challenging consumers to lose 50 million pounds as part of the campaign.
Under the initiative, Good Morning America and AOL will follow real-life stories and offer diet and exercise information through AOL’s co-branded Good Morning America/AOL hub at Americatakesitoff.com and on-air segments. There, dieters can pledge their weight-loss goals.
Good Morning America will kick off the campaign with its first on-air segment Jan. 2, which features two cities as they battle to lose weight.
AOL modeled the campaign after one of its online communities started its own online weight-loss forum. The Internet became a home for people’s dieting needs, so AOL wanted to team with a morning show to kick off something bigger, said Tina Sharkey, senior VP, AOL Network Programming. The campaign is an AOL network special.
“So many people start their day on AOL and start their day on Good Morning America,” Sharkey said. “We want to make [this] the world’s largest online diet.”
“People have been dieting together online for years,” she added. “Now, we are taking it to a new level.”
The Web site, which went live last week, already has a following. Consumers are pledging their weight-loss goals ranging from five pounds to 30 pounds. ABC.com will also give viewers additional content through AOL.com, including expert advice, tips and new weight loss techniques via AOL’s 30 Ways in 30 Days program. Ediets.com will also sponsor the American Takes It Off program.
Consumers can also enter the 30 Ways in 30 Days to Win sweepstakes for a chance to one four prizes: a new home gym, a designer shopping spree, a trip for two to Jamaica or a kitchen makeover. Consumers can enter online at Americatakesitoff.com starting Jan. 2.
To further create buzz around the campaign, participants will receive bracelets (similar to Lance Armstrong’s campaign Live Strong bracelets). The bracelets will be distributed nationwide.
TV spots and online materials support.
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