Great Experiential Marketing: Powerade’s workout billboards


People have been lifting, climbing up and punching billboards all around Berlin, thanks to Powerade. Fear not, Berlin’s billboards are not under attack.


This new phenomenon comes as part of the sports drink brand’s marketing campaign in which it installed billboards throughout the city that also served as mini gyms.

The world’s first workout billboards comprised rotating climbing walls, hefty weights and punch bags. All variants of the billboard made their participants work up a thirst that Powerade could quench; they were indeed rewarded for their work out efforts with a refreshing bottle of Powerade afterwards.  

What a great way to tout the benefits of your product!

These brilliant installations remind us of IKEA’s genius climbing wall, which also served as both a billboard advert and an interactive activation.

Take a look at how more sports-related brands used experiential to reach out to their target market:

Pay with calories at pop-up shop

Jamba Juice’s YouTube dance off

Contrex’s projection mapped strip tease

Chasing after Kendrick Lamar with Reebok

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.