FMBX News

Sports Active brought alive with life of Riley

EA Sport Active 2 has announced key dates for events from Christmas right through to the London Marathon.

EA Sports Active 2 was released on the 19^th November. The only interactive fitness franchise with a heart Rate Monitor and wireless motion sensors that provide Total Body Tracking. The product features a nine week guided program and workouts designed by a personal trainer.  With over 70 exercises and activities, it provides endless exercise variety for workout enthusiasts of all levels.  The product is now available in all games retailers on the Wii™, Playstation®3 and Kinnect™ for Xbox 360 platforms.

The EA Sports Active 2  'Pledge to Get Active' Experiential Tour began at the Clothes Show at the NEC in Birmingham and will continue to travel the country throughout 2011.  Based on research that indicates that women are much more likely to stick to their fitness goals if they share them with friends and family and men are much more likely to succeed if they set realistic goals- the EA Sports Active team are encouraging consumers to make a pledge to get Active.  An onsite kiosk allows consumers to film a short pledge, setting out their goals and sharing them with friends and family online.  Consumers who buy the product on the day receive free ankle weights as a gift with purchase.

The ongoing tour is scheduled as follows:

Dec. 26^th- 27^th Westfield Shopping Centre, Derby

Dec 29^th- 31^st Silverburn Centre, Glasgow

Jan 8^th-9^th Brent Cross, London

Jan 15^th-16^th West Quay, Southampton

April 13^th-16^th London Marathon

This tour has led to a heightened level of responsibility for one brand ambassador

Circle Agency’s Gemma Riley has been recognised as one of the world’s leading EA Brand Ambassadors, with her appointment as the EA Sports Active UK Brand Ambassador.

With 4 years experience as an EA brand ambassador for Circle, Gemma has been appointed as the key trainer and brand advocate for the UK’s EA Sports Active virtual fitness product, including the launch of EA Sport Active 2.

Circle Agency’s Managing Director Claire Stokes explains;

“At Circle, we pride ourselves in providing only the best promotional talent for our clients. When we launched EA Sports Active in 2008, we were looking for an outgoing brand ambassador who could relate to the challenges most busy women face when it comes to fitness. Gemma seemed like the perfect fit.  Our target audience were going to have to relate to the person providing the demo and Gemma makes consumers feel at ease.  She is knowledgeable and genuine about her love of the product and consumers can see that.’

Gemma’s role sees her appear on all experiential campaigns throughout the country, providing live demonstrations and encouragement to consumers.  EA also utilize her to train retail staff, provide live demonstrations at press events and even provide training and support to their celebrity Brand Ambassadors Melinda Messenger, Sky Sports presenter Ben Shepherd, and Olympic Gold Medallist Victoria Pendleton.

Gemma explains;

“I think you would struggle to find someone more passionate about EA Sports Active than I am. I use it myself – because it fits into my busy schedule perfectly.  It helps me keep in shape and provides the support I need to keep on top of my exercise regime.  I love representing the product to consumers, because I believe in it and I know that given the chance it can really help people to achieve their fitness goals.’

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