It's one thing for a brand to support a consumer's active lifestyle, but with its public rock climbing billboards, Powerade takes fitness to new heights by inciting action on the spot.
The Powerade Workout Billboards were stationed on the streets of Berlin, challenging people to put their bouldering skills to the test. In addition to testing the public's ability to climb, other billboards in the series serve as stations for lifting weights and punching. After working up a good sweat, Powerade helped to quench thirst by giving out free samples of its drinks to replenish energy levels.
As well as calling out to those who would happily get active at any given chance, the playful billboards appeal to people of all fitness levels to reiterate Powerade's "You Have More Power Than You Think" tagline.
Bouldering Billboards
Powerade's Public Rock Climbing Billboard Encourage Fitness on the Streets
Trend Themes
1. Interactive Advertising - The use of interactive billboards that engage and challenge people to participate in physical activities can disrupt the advertising industry by creating memorable and immersive brand experiences.
2. Fitness Gamification - Integrating games and challenges into fitness activities, like rock climbing billboards, can create disruptive opportunities in the fitness industry by making exercise more fun and engaging for people of all fitness levels.
3. Branded Experiential Marketing - Incorporating branded experiences, such as free product samples and interactive activities, into marketing campaigns can disrupt the marketing industry by creating deeper connections between brands and consumers.
Industry Implications
1. Advertising - The advertising industry can benefit from the use of interactive billboards that not only capture attention but also actively engage and challenge consumers, creating a more memorable and effective advertising experience.
2. Fitness - The fitness industry can leverage gamification techniques, like integrating games and challenges into fitness activities, to attract and retain a wider audience by making exercise more enjoyable and accessible.
3. Marketing - The marketing industry can embrace branded experiential marketing strategies, such as incorporating interactive activities and free product samples, to create more immersive and memorable brand experiences that resonate with consumers.