I like: Soho Gyms | Glee (20th Century Fox Home Entertainment) tie-in

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I past by Soho Gym on Betterton Street in Covent Garden last night and I saw this sign:
Soho gym, work out, sing along to your favourite Glee tracks

It shows smarts about knowing your market. It positions the gym in a much more social context for its customer base and it shows how 20th Century Fox extended the Glee experience into the real world ‘social media’ for a key engaged demographic.