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Top 5 Campaign in Health & Wellbeing · October 2026
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Top 5 Campaign
Health & Wellbeing · October 2026

PureGym’s GTA 6 Thumb Workout

PR Campaign
Wednesday 21st October, 2026

PureGym teamed up with personal trainer David Hope to create a thumb workout for fans preparing for long gaming sessions when GTA 6 launches. The hook was treating gaming like a sport, with a short routine to warm up and reset players’ hands between sessions.

Why it worked: It hijacked GTA 6’s fixed launch date with a humorous, practical “thumb warm-up” from a named expert, reframing gaming as sport.

The lesson: Consider piggybacking a looming cultural release with a simple, teachable routine from a credible pro that solves a tiny, funny problem.

PureGym
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