Foxy Bingo is encouraging fans to “get their fox on” and get moving in a new Birmingham based activation.

In a move which is being carried out by Rodeo, the brand will unveil the Foxy Bingo XTreme Line Dancing Studio over the weekend, and will offer free 45 minute fitness classes as part of the immersive pop up.

Taking place in Birmingham’s bohemian district of Digbeth, the classes are designed to coincide with the second instalment of Foxy Bingo’s ‘Get Your Fox On’ platform. They will be streamed across video-on-demand, broadcast, digital and social this summer.

In addition, a large scale out-of-home activation will see an influx of wacky adverts popping up over the weekend in order to announce the activation. The creative campaign is led by Neverland and has been running since 28 June.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

Guests will be able to book onto the classes via Eventbrite, and upon arrival their lockers will be filled with country western merchandise. Classes will be led by dedicated instructors as music blares from the ‘Juke Fox’.

“We are so excited to launch our Xtreme Line Dancing Studio in Birmingham this summer,” said head of Foxy Bingo Sara Jolly.

“At Foxy Bingo we always encourage our players to Get Their Fox On, which is what this activation is all about, bringing the Foxy party in full ‘Hairy Moedown’ fashion,” she continued.

” The Xtreme Line Dancing Studio perfectly captures the bizarre, fun and untamed spirit of Foxy Bingo, allowing us to really stand out from other brands in the Bingo Sphere.”

Back in 2018, Foxy Bingo was fined £350,000 for a set of misleading adverts.