We produced nine :30 virals to promote Brawny Academy. Featuring the Brawny Man, the virals showcase him doing various manly things to act as an example for slacker husbands who need a little improvement. While he does these exercises (such as putting the toilet seat down to demonstrate consideration), he gives us a lesson from Brawny Academy. Because of this, the virals also serve as mini tutorials for men who couldn’t attend the camp. The virals are available on the Brawny Academy web site under “Woodsy Wisdoms” with a link so women could forward them to friends and even their husbands.

The campaign launched with a 60-second anthem spot announcing the academy’s opening and setting up the concept of the show. After two weeks, additional spots rolled out to promote the webisodes and drive people to the site to watch them. These spots doubled as tutorials for men who couldn’t attend camp. In addition, we used virals, banners, e-mails from the Brawny Man reminding viewers that a new webisode was available, endorsement radio and PR. The site featured extras such as a downloadable field guide with lessons women could share with their men. These lessons were also placed in women’s magazines and on Brawny packaging.