Any time that you here “anytime” during the Super Bowl you could win a trip to anywhere in the world. (Oh, one thing. You have to be in the US or Canada.) Anytime Fitness may well be the most thought about brand at the Super Bowl. The idea is Mischief @ No Fixed Address’ first work for the gym chain.

The trip is valued up to US$20,000 to go anywhere in the world where there is an Anytime Fitness location. There are more than 5,100 locations across all seven continents, so that prize really can take the winner almost anywhere. There are also 50 free year-long Anytime Fitness memberships up for grabs. All football fans have to do is post #JustHeardAnytime on Twitter or Instagram whenever the word “anytime” is said on-air during the Super Bowl broadcast. This can be a mention of “anytime” from the Big Game broadcasters, lyrics in a halftime show song or even during a commercial. From there, it’s a sweepstake.

“With our global brand presence and locations on all seven continents, including Antarctica, Anytime Fitness has the unique advantage of being able to give away a grand prize trip to anywhere in the world, along with a chance to work out at an Anytime Fitness club while on vacation,” stated April Anslinger, global chief marketing officer, Self Esteem Brands, the parent company of Anytime Fitness. “Our Anytime, Anytime campaign provides Big Game viewers with an alternative way to watch the game that is fun and engaging, through a campaign closely connected to our brand. With more than 5,100 locations across nearly 40 countries, Anytime Fitness is uniquely positioned for this opportunity.”

Julie Anderla, vice president, marketing, Anytime Fitness, added, “We know that New Year’s Resolutions are typically abandoned in mid-February, so Sunday’s telecast presents the chance to engage with viewers while offering a free opportunity to get back in the gym and burn off some of those calories consumed during the Big Game.”

The campaign includes videos and social posts on the brand’s Instagram and Twitter accounts that explain campaign rules (and entice entrants) and contextual OOH targeted at people landing at Phoenix Airport for the game.

The message below is for Greg Olsen, who’ll be calling the game:

Howard Finkelstein and Ross Fletcher, group creative directors at Mischief, commented, “No event captures people’s undivided attention like the Big Game. So we wanted to really give people something to pay close attention to and turn this year’s Big Game into a game fans could play at home. It’s football meets bingo. Easy for anyone to take part—just like the brand’s promise to make fitness easy for anyone to take part.  With prizes which reinforce Anytime’s commitment to fitness literally anytime, any place in the world.”