Weight Watchers UK is doing something I find fascinating. Check out this headline:
What? Really? Even Weight Watchers is going the "gamification" route. To position a weight loss program as a game is absolutely intriguing to me--of course there are tons of apps and games out there that do this, but this is a huge brand with a long history, and I think it shows they have some guts. They even changed their URL to be "playweightwatchers.co.uk." I'm curious to see if women will respond to this, or if they'll think it's gimmick-y.
The second interesting thing about the new work for WW UK is the creative. They shot a music video of a song written specifically for the brand, featuring only women who have participated in Weight Watchers. It's pretty well shot and impressive that they got Regular Janes to do a decent job dancing and lip-synching. But even better, when you watch the video online, each woman in the video is clickable and you can watch an interview with her about her Weight Watchers experience.
Check out the video and interactivity at http://www.playweightwatchers.co.uk/.