Presently, the United States population is recognized as one of the unhealthiest in the world. Utilizing the official website of the Centers for Disease Control and Prevention (CDC), one-third of the population (34.9 percent or 78.6 million people) is obese. Obesity is also associated with heart disease (number one killer in the U.S.), stroke, type-2 diabetes, and certain cancers that cost Americans $147 billion back in 2008.
However, the U.S. is presently more health and fitness cautious than ever before. The Inquisitr reported numerous times on both health and fitness (which includes natural alternatives), such as seven natural ways to prevent heart attacks or seven natural ways to treat ADHD. As a matter of fact, the Food and Drug Administration (FDA) is starting to understand how much money they can possible make on natural supplements, ergo establishing a new law that requires a $2.3 million fine to those who support them on a business level.
As for fitness, fitness guru Tony Horton took it to the next level by partnering with YouTube — the most popular video streaming website in the world — to promote his new workout. And that’s not all! Tony brought his friends — who are YouTube stars — along for the ride!
Prior to this dynamic initiative, Tony Horton was already hip to the YouTube scene. He has his own channel in which he provides workouts, health tips, and at times hilarity. But according to Tube Filter, Tony’s initiative to take the Beachbody brand to the next step on the website came after noticing Jack Douglass — the mind behind JacksFilms — praising P90X on his official Twitter. So when Tony’s newest workout, titled P90, came on the scene, he asked Beachbody CEO Cark Daikeler if he could make YouTube a part of its promotion. John Fedorowicz, the YouTube producer for Beachbody, made a statement on the new yet bold move.
“It was a risky move for [Daikeler] to green light a bold new take on the classic fitness ‘test group.’ Carl and Tony knew they had a great product that would yield phenomenal results, and instead of producing their own content, they would tap YouTube creators to tell their own own stories and document their own journey in real time using Tony’s new product.”
In July of 2014, Tony Horton’s plan was put into action as he teamed up with Jack Douglass, along with five other YouTube stars, to promote P90. Along with Jack, Erin Breslin (Jack’s girlfriend), parody singer Bart Baker, performer Olga Kay, Brock Baker (McGoiter), and Shira Lazar (What’s Trending) formed the “test group.” Tony Horton and Beachbody supplied the meal plans, workout routines, and whatever equipment the YouTubers needed, such as yoga mats and weights. After the “test group” was prepped, Tony Horton stepped back and let the YouTube stars do their thing as they documented their 90-day journey.
Apparently, the goal was to have the YouTube stars present their journeys in a way they are most comfortable with: YouTube videos. Therefore, journeys didn’t just sound like testimonials, but were entertaining to watch.
Tony Horton’s plan to promote P90 was a success. The “test group” created videos totaling over fifty minutes of content which garnered two million views across all their channels. John Fedorowicz made a statement on how the campaign was beneficial for Beachbody.
“We found that there was a lot of discussion about the product in comments of the channels involved, even when the video was about something completely off topic, and that’s the kind of engagement that is both organic and priceless for a brand.”
As for the YouTube stars themselves, they lost a total of over 200 pounds and over 86 inches collectively. Also, Tony Horton was able to assist with the YouTube stars’ presence by making special guest appearances on their videos. For example, Bart Baker is known for making parodies that “tell the truth” behind the music videos that music stars make. In Bart’s parody of “All About That Bass” by Meghan Trainor, Tony Horton appears at the end of the parody to promote “Treble90X.” You can actually view the hilarious music video parody below. Please note the video has profane language.
In conclusion, both Tony Horton (and Beachbody) and the YouTube stars came out on top. Thanks to the YouTube stars, promotion and hype for P90 is a lot higher than it would have been through their traditional forms of advertisement. Through Tony Horton and the use of P90, the six YouTube stars are in the best shape of their lives.
[Image via Tony Horton]