Orangetheory Fitness
Creating an unforgettable experience at SXSW.
The story.
Orangetheory Fitness provides a unique, science-based workout. To help elevate awareness of the brand, they wanted to create a one-of-a-kind experience at SXSW. So, I grabbed my exercise clothes and got to work helping lead the development of an experience we named HYPOTHESIS: TEST THE THEORY. Inside, visitors had the chance to “test out” Orangetheory’s unique approach to workouts – and have a ton of fun doing it.
The location
It’s Austin. So things are . . . different. We transformed the Fair Market event venue into an unforgettable experience for Orangetheory Fitness.
Multiple ways to “Test The Theory”.
We packed the Hypothesis experience with engaging ways for visitors to learn more about Orangetheory’s scientific approach to workouts. Click on each to learn a bit more.
Yes, we even created a custom, interactive video game.
I grew up on video games. So I’m not going to lie, this was one of my favorite parts of the activation. To demonstrate Orangetheory’s signature rower exercises, we created a custom video game where visitors competed in a “Row All Out” race through an Orangtheory Fitness-themed city. We connected their physical rowers to video game technology to deliver this one-of-a-kind interactive experience.
“We could not be more proud of this work. The team has been an exceptional partner for our experiential marketing.”
– Lead Client
