Michelob ULTRA, the beer that associates itself in ad campaigns with gym rats that reach for low-carb malt refreshment instead of water after toweling off from a hard workout, recently doubled down on its fitness-based image with an outdoor event involving digital signage on the infamous LA Live screens manufactured by Sansi North America (SNA) in downtown Los Angeles. The event featured four branded workout stations (Vixen, Cyc, Curtis Williams Train Camp, Training Mate), and thanks to technological implementation, participants were able to power the LA Live screen’s signage based on their level of hustle.
Between cameras and sensor technology from Float Hybrid, the San Francisco-based digital agency focused on interactive media experiences, the intensity and velocity of movement for each participant was tracked and translated into display information…hence the theme of being “Powered by the People.”
Although there were four teams, each corresponding to one of the aforementioned workout stations, there was the collective objective of filling up the four digital glasses on the screen with virtual Michelob ULTRA to “unlock” a happy hour during which the actual frothy golden beverage would start flowing from all directions. Add in the cheering onlookers, and participants had plenty of incentive to break a sweat. Check out the video below for a closer look:
“It was an applause meter on steroids,” said Float Hybrid’s VP of Marketing and Partnerships Keith Bendes. “We leveraged technology to track the velocity of movement, whether dancing, pedaling, jumping, or doing burpees. It’s a highly unique experience that only a select few were able to be a part of.”
Like some of the more recent VR AND AR installations that have abandoned headsets in favor of groups experiencing whole settings simultaneously, especially in museums, this is a great example of an installation providing a unique and shared experience through a kind of digital gamification.
The “Powered by the People” activation was an event to drive awareness for the beer brand’s new festival, ULTRA Fit Fest, which is a desert getaway for athletic attendees to train with fitness gurus that takes place in Scottsdale later this month.