LONDON, UK – For the third year in a row, fitness platform Peloton has partnered with creative experience agency Stink Studios to harness the infectious enthusiasm of its fan base with a personalized year-in-review campaign that reminds members why they love Peloton.
The global campaign, called “The Cooldown,” took 12 months of raw workout data and transformed it into a personalized film for each of its members celebrating their individual achievements throughout the year. Peloton has nearly seven million members worldwide and, in 2022 alone, they spent more than 250 million collective hours with Peloton.
The films will be shared with members in-platform via the Peloton app from December 15, 2022.
Peloton members are famously passionate and devoted to the brand. Focusing on each individual’s achievements – their best workouts, their longest daily streak, the music they listened to, and the minutes they spent exercising – maximizes the potential for share-ability and enables the campaign to reach new audiences in a way traditional way media couldn’t.
Using Stink Studios’ automation platform, RITA, millions of unique, multi-language videos were rendered in less than a day.
Peloton VP for Consumer Marketing Oli Snoddy said: “It’s my favorite day of the Peloton year. We get so much positive feedback from the community as soon as The Cooldown launches each year and it has quickly become an integral part of our annual marketing plan. It’s great to partner with Stink Studios again to bring this moment to life. They understand the importance of combining creativity and technology, and their creative automation platform means we can reward all of our members with a totally unique film. Something as unique as their wonderful achievements.”
Stink Studios ECD Cam Temple also added: “The Cooldown has only been running for a few years and it’s already highly anticipated by the passionate Peloton community. We always aim to surpass people’s expectations with something that will do justice to the hard work they have been putting in year-round, and we’ve really pushed it for 2022. Personalization at this scale has to work flawlessly, and with millions of people receiving personalized films, I can’t wait to see their reactions on social media”
