In the midst of a revolution in ballet barre fitness, barre3 was ready to stand ahead of the crowd with its first ever mobile app. To amplify the launch of the app, we helped create a special bare3 fitness challenge, with exclusive recipes, on-the-go exercises and lifestyle tips available exclusively on the app. We blanketed regional media outlets in the top franchise studio locations to participate in the 28-day challenge, rallying TV personalities, key bloggers and national consumer lifestyle publications to earn 50 million media impressions at the launch of the app.