XWeighted launches national fitness contest

Slice's weight-loss and fitness reality show fills the gap between seasons with a branded online contest urging Canadians to reach their health and fitness goals.

Slice is aiming to help Canadians keep their New Year’s resolutions this year with a branded XWeighted contest based on its popular reality show.

Spanning the six (or so) months between XWeighted‘s fourth and fifth seasons, the contest launches Jan. 9 and invites Canadians to log on to the show’s website and compete with others to shed the holiday pounds.

Targeting women and men 18 to 40, the contest is entirely web-based and is funded through the show’s Bell Fund and Canadian Television Fund support. Advertising and sponsorship opportunities unique to the contest website are available.

Canadians with a guilty turkey-and-eggnog conscience are invited to register with the website and log their weight-loss goals over the six-month contest. Three grand prizes are available to those who reach their goals successfully.

The XWeighted website and the contest will function entirely separately from the show as a complementary brand experience, Erin Berube, supervising producer, XWeighted, tells MiC. The contest will also have a live component as interested participants can go to specified fitness centres nationwide to meet XWeighted personalities, weigh in and be assigned personal fitness goals and strategies.

‘The end goal of the campaign is to get as many Canadians on board in January to participate in the challenge and essentially become healthier and more active,’ Berube says.

Promo for the show will mainly through XWeighted.ca and Slice.ca, as well as XWeighted‘s social media sites.

‘We’ve been actually doing weekly Tweet-throughs of episodes, so we’re trying to build a Twitter presence for Paul Plakas, who is our fitness expert, to build a buzz around this season and get them excited about the challenge,’ Berube says.