July 2024: Foxy Bingo is excited to announce its latest experiential consumer activation, the Foxy Bingo Xtreme Line Dancing Studio, encouraging consumers to  grab their partner and “Get Their Fox On” by joining a country line dancing-inspired fitness class.
Landing in Birmingham for one weekend only on Saturday 20th and Sunday 21st July, the Foxy Bingo Xtreme Line Dancing Studio will be offering free 45 minute fitness classes in an immersive, wacky and wild pop-up.
The Xtreme Line Dancing Studio celebrates the second instalment of Foxy Bingo’s ‘Get Your Fox On’ brand platform with the launch of the new integrated campaign, the ‘Foxy Moedown’. This summer, the campaign will be streamed across video on-demand and broadcaster VOD, and backed by out-of-home radio, digital and social activity. Foxy Bingo will be referencing its new campaign at its Xtreme Line
Dancing Studio, fusing elements of a classic UK working men's club with a vibrant and modern fitness studio. Creating a unique interactive consumer experience which embraces Foxy Bingo’s anything-goes attitude, the activation aims to bring people together to let loose and join the Foxy party.
A fitness studio like no other, Foxy Bingo invites consumers to learn to get their ‘Moedown’ on, whilst experiencing a fully immersive workout. Guests will be able to book onto the free fitness classes on both the Saturday and Sunday via Eventbrite.
Upon arrival before heading into their Xtreme Line Dancing class, consumers will discover their gym lockers filled with country-western inspired merch to help them live the Foxy fantasy. The Foxy Bingo fitness instructors will be on site to take lead and ensure guests get a proper sweat on whilst having a rooting tooting party, with upbeat country music blaring from the Juke Fox. Following the fitness class,
consumers will be invited to enjoy refreshing bespoke Foxy juice shots from the Studio bar on the house, to ensure they leave feeling energised and ready to embrace the weekend.
Sara Jolly, Head of Foxy Bingo said “We are so excited to launch our Xtreme Line Dancing Studio in Birmingham this summer. At Foxy Bingo we always encourage our players to Get Their Fox On, which is what this activation is all about, bringing the Foxy party in full ‘Hairy Moedown’ fashion. The Xtreme Line Dancing Studio perfectly captures the bizarre, fun and untamed spirit of Foxy Bingo, allowing us to really stand out from other brands in the Bingo Sphere.”
The Foxy Bingo Xtreme Line Dancing Studio will be supported through a large-scale OOH campaign across Birmingham. The city will see an influx of wacky adverts popping up over the weekend to announce the activation. The Xtreme Line Dancing Studio is free to book for one weekend only via the Eventbrite page, and will be held at The Engine Room in Birmingham’s developing, bohemian district of Digbeth.
What: Foxy Bingo Xtreme Line Dancing Studio
When: Saturday 20th & Sunday 21st July 2024
Where: The Engine Room, Unit 25c, Floodgate St, Deritend, Birmingham B5 5SL
Class Times:
● Saturday: 9.30am, 10.45am, 12.00pm
● Sunday: 9.30am, 10.45am
Please note, the Foxy Bingo Xtreme Line Dancing Studio will be bookable via EventBrite for persons aged 18 and over only.
The project is being produced by Rodeo and creatively directed by Capture Communications. The creative campaign launched on 28th June, created by neverland. Media for the event was planned and booked by the7stars.