We all want to be beach ready by the time it's summer. But to get people really ready, they need to get moving. That’s why Basic-Fit - the biggest fitness brand in the Netherlands and Belgium - turned the Get fit for summer campaign message into a workout.Special movable billboards were placed in 6 of the busiest city centers in Belgium and the Netherlands. The billboards were equipped with sport handles and a how-to-carry-guide. Everyone was invited to grab a handle and work their way out to the nearest Basic-Fit gym to redeem a free gym membership.Fitness enthusiasts from both countries carried Basic-Fit’s message through the city centers. The first journeys were recorded as a kick-off video announcing where the billboards would pop up next. The videos were spread online on Facebook and Instagram, where our audience spends most of their time. Each time a billboard would appear in the city, local media revealed the spot where the billboard could be found. Across all cities, passers-by shared the billboard on their social media as they moved through the streets. Those who missed out on the real-life billboard could play the ‘Get Fit for Summer’ online game. Pick a character and carry a digital billboard as far as possible to set a high score. High scores won a 1 year membership and all participants got a free 1 day pass to turn their digital efforts into an actual workout. With just a few billboards we reached over 1,1 million people and handed out over 27,000 day passes and memberships.