Anchor Bay, Kmart partner for fitness

Retailer's Web site offers health tips, prizes

By Susanne Ault -- Video Business, 2/28/2008

FEB. 28 | Anchor Bay Entertainment has partnered with Kmart on a fitness promotion hyping its DVD titles.

To support the promotion, dubbed “New Day Your Way,” Kmart has launched a social networking site at www.kmart.com/newday where Anchor Bay fitness experts will be contributing healthy lifestyle tips. Also, clips from such Anchor Bay titles as 10 Minute Solution and Element also can be viewed at Kmart’s site.

Between now and April 25, people can register at the site and work to reach weight loss goals to win various prizes. People are judged based on weekly weigh-ins at various participating Kmart locations. Judging criteria include BMI index measurements, dramatic before and after pictures and a written essay.

Contestants who wind up reaching personal goals will receive free Anchor Bay Crunch: Cardio Go-Go Dance DVDs.

Other prizes include a trip to New York for a makeover, $1000 to $10,000 in cash, a professional photo shoot and a full library of 10 Minute Solution DVDs.

“Everyone knows what a success those weight loss reality TV shows are,” said Anchor Bay president Bill Clark. “But you have to realize that those contestants stop their lives and do nothing but diet and exercise for several weeks. It may be reality TV, but it’s not reality. Kmart’s ‘New Day Your Way’ promotion is for real people who are reaching their fitness goals in a way that works for their lives. Our fitness videos fit perfectly.”