This was Peloton’s first large-scale experiential event and the brief was to create a complete immersion into their newest product, the Tread. The objective was to engage top press and influencers through positive association and product trial, generate conversation around the brand, and strengthen key media relationships for ongoing coverage. Within the experience, each room had a distinct objective such as telling the product innovation story, communicating the power of the Peloton community, and creating an amazing product trial environment. With a budget of 1.2 million, we concepted, designed, and produced a multi-room sensory immersion which ran for three days. It was designed as a 45 minute show for up to 12 people at a time and the experience was customized for each guest to create a unique individual journey that was, in the words of one of the top health magazine EICs, the “best brand experience they ever attended.”

This project creatively tackled the following challenge: How do you completely change people's perceptions of a product category like treadmills? Many people have a pre-existing, negative association with treadmills so it was essential that we enticed them to enter the product experience with an open mind. We achieved this by creating a high-energy, emotional series of rooms that took guests through a “super bowl entrance-like” warm up, to a personalized futuristic product experience space, and ended in an aspirational home environment. The creative objective was to reinforce the transformational power of the product from the comfort of one's home and emotionally engage the target audience of influential people including top press, media, and influencers.

Each of the four immersive rooms was carefully crafted to be visually stunning, sonically powerful, and emotionally evocative. The innovation room featured tactile, interactive stations and an original hero film highlighting key product features. The 1,800 square foot warm up room featured eight 10ft LED panels, an 11.2 sound system, and 36 high speed lights to optimally create a multidimensional light and sound show incorporating CGI renders, kinetic typography, and motion design. The workout room was designed for guests to interact with the product and experience a personalized workout, followed by the cool down room which showcased the product in a beautifully styled, aspirational home environment.

The experience surpassed its goal of engaging 20-30 high quality press and influencers by having 78 in attendance and generated millions of social impressions. Another key goal of the event was to strengthen Peloton’s long term relationship with top media/press and cultivate continued momentum for the Tread launch throughout the holiday season. This goal was achieved with positive coverage from outlets such as Women’s/Men’s Health, The Wall Street Journal, The Cut, and Forbes. The general consensus from event attendees is summed up in the words of one of the top health magazine EICs: “I go to a lot of events like this -- for Nike, Adidas -- this is the best brand experience I’ve ever attended.”