Big and small brands are coming out with creative campaigns to promote fitness.
In an attempt to encourage exercise and staying fit, big and small brands alike are creating devices that turn calorie burning into payments. From Coke’s taxi that turned pedaling into a discounted fare to a subway system that let passengers pay with squats, these innovative campaigns promote fitness in ways that people can really feel – through their wallets.
Check out the creative campaigns featured on PSFK.
Coca-Cola Chile installed a bike pedaling system inside a cab and let passengers pedal away to get discounts off their fare. The system was attached to a device that counted the amount taken off the passenger’s fare. The more the passengers pedaled, the more the fare discount that they were entitled to. The beverage company worked with agency McCann for the promotion, which was part of their Movement Is Happiness campaign.
Pedal Power is a company that creates self-powered generators that double as workspaces. The Big Rig consists of a built-in work desk, an ergonomic seat, and pedals and gears to allow users to generate their own power. The Pedal Genny is a smaller and more compact version that doesn’t have a built-in work space but can fit under desks and tables. The Pedal Power founders dream of seeing these self-powered generators used in places like coffee shops so that customers can work and power their own devices without the need to plug in.
To promote the upcoming Winter Olympics, Moscow city officials are offering free train rides in exchange for 30 squats. To get the free rides, passengers need to do the 30 squats in front of a vending machine that counts the number of squats and dispenses the free train pass. The free rides will be offered for the whole month.
In a promotion for Adidas Boost, the global sports brand installed a treadmill that counts the running joules and then gives out a reward based on the performance of the runner. The more the runner runs and the higher the running joules, the bigger the reward the runner receives. The machine was installed in malls at Dubai.