Men are more likely to die prematurely from diabetes, and studies have shown that the more stationary you are, the more likely you are to get it.
So to help reduce the risk we’re targeting football fans; the ones that sit on the sofa, or in the pub eating pie and drinking beer. We’ll do this by subverting drinking games, turning football watching into a 90 minute workout so they can get…
At the pub
Beer coasters will be placed around sports bars with promts on how to play.
We also partner up with Stonegate Pub Company to pick a handful of bars around the UK to pit pubs against each-other by placing a calorie counter in them; whichever pub loses the most calorie collectively will have their prices subsidised.
We challenge influencers in the football community and lads from the entertainment business to try the HIIT version of Extra Time, and get them to ask their mates to attempt the challenge - creating buzz for the campaign.
At the peak of the campaign, we hire Ex-Premier League referee, Howard Webb, to help whip lads into shape. During the tournament we'll show games on the big screen in London's parks, with Howard reffing Extra Time (HIIT version) there and then.