To reach some of the 12 million people who workout, Red Bull asked us to create a city-stopping moment designed to increase awareness and relevance of the brand within the fitness space. We gamified the traditional cycling workout by adding state-of-the-art, custom-built LED lighting, real-time audio visualizations, and a live DJ to bring the one-of-a-kind event to life. This isn’t your typical cycling class. This is Red Bull Ready.
Anyone who’s been to a cycling class knows that the instructor and music will make or break the experience. Through an exclusive partnership with SPIN®, our certified instructor led the participants through a one-hour ride featuring a series of co-op exercises designed to “unlock the lights”.
As the pacing of the music increased, so too did the speed and intensity of the workout. With each challenge proving harder than the last, the cyclists worked together, executing various exercises including seated and standing sprints, climbs, intervals, heavy resistance and even jumps.
Cyclists were divided into teams, working against one another and pushing each group to its limits until only one team was left peddling. Throughout, the bikes were engulfed in light, changing in color, intensity and timing to provide real-time feedback based on the group’s collective efforts.
The experience was shared socially across Facebook and Instagram. In the end, the final video far surpassed the original goal of 500,000 views and went on to be one of the brand's most liked and most engaged social post with more than 1.8 million views.