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Great Experiential Marketing: Powerade’s workout billboards

By Joss Davidge

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

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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.
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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

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