The Pursuit by Equinox (#EQXPursuit)
Equinox, the high-end fitness club, sought to launch its new data-driven cycling class, The Pursuit (#EQXPursuit), which uses ground-breaking in-studio gaming and data visualization to drive competition and peak performance. Equinox challenged INVNT to “Create an experience that brings to life the intersection between technology, innovation and motivation, empowering and enabling a high-performance lifestyle.”
Housed within Fast Company’s site at SXSW, the 900-square-foot in-the-round activation environment, which features four participant bikes arcing around an instructor’s bike, was inspired by the “O” in the Equinox logo. A 20-foot-wide-by-six-foot-high LCD screen relayed real-time data, enabling cyclists to monitor their performance individually and in competition with their classmates. Observers interacted via ipads linked via Apple TV to smaller vertical screens. Working with Fast Company’s designated vendors under extremely fluid circumstances and a tight timeline and budget, INVNT embraced the challenge of scalability, implementing an iconic, futuristic, cyclical design that not only seamlessly cohered with the fitness club’s branding but stood out amidst a busy festival environment.
Of Equinox’s thousands of guests, 100 braved #EQXPursuit’s wild ride. The social-media conversation surrounding Equinox at SXSW more than doubled that of 2014: Featured in AdWeek, the #EQXPursuit received 1.6K engagements via Twitter (94K in earned reach). Instagram engagements were up 54%, producing approximately 30.6K impressions. Total Equinox-related tweets increased by 111%. “Awesome recognition!” said Equinox executives about the activation, which was designated “Best Way to Break a Sweat” by PSFK.com. “Thank you INVNT for being nimble and patient partners in this,” and “ for making the space look so gorgeous.”