This is the third year the magazine has hosted the event in South Beach, and organizers say this was the largest turnout. More than 500 people purchased tickets to participate in fitness classes taught by instructors from tour partner Equinox. Thousands more stopped by during the day to watch swimsuit fashion shows and participate in sponsor activities, such as Havaianas' custom flip-flop booth and Jergens' complimentary skin care consultation. Each of the seven sponsors offered activities or giveaways tied into the themes of fitness, nutrition, and beauty from the Bikini Body Countdown.
“We actually integrate our sponsors into the event so it makes sense. It’s not just a logo on some signs,” said Scichilone. “We gave extra fitness tips within the Get Fit cabana, so that ties into the Wrigley’s Extra branding. It was integrated in a way that made sense and brings added value to the guests.”
For the first time, organizers this year used QR codes in the magazine and on event posters displayed throughout South Florida, to allow people to access the online ticket site from their mobile devices. They also ran geo-targeted ads on Facebook and promoted the event through dedicated Twitter and Facebook accounts and also the general Shape accounts. Organizers estimate about 19 percent of the ticket sales came from the ads in the magazine and 20 percent came from walk-up sales.
