Yoga on the Rocks
O.N.E. Coconut Water had low brand awareness and household penetration and wanted to create connections with the fitness community, but had a shoestring budget for the program. No problem. Thankfully, they had a completely authentic product and mission: to take personal hydration and performance to the next level. By targeting highly active and social fitness fanatics in moments when they needed serious hydration most, we were able to transform a local yoga event into the largest yoga class of all time.
Using off-the-shelf technology, limited resources and standard social platform tools, we gave any yogi with wifi and a yoga mat the opportunity to practice in one of the most majestic places on earth: Red Rocks Amphitheater, Colorado. While other brands had sponsored ‘Yoga on the Rocks’ before, we were the very first to broadcast it to the world through a live stream and 360° VR experience.
This integrated activation connected yogis across four continents, giving them a virtual front-row seat to the event. We even made the whole experience shoppable, so they could go from participation to purchase in a single click. What started as a humble 10’ x 10’ coconut water sampling tent had evolved into the footprint for O.N.E. to create a first-of-its-kind global yoga experience.
For the amount most brands spend on a half-page print ad (our all-in budget was $135k), we transformed a 2,000-person yoga event into:
- The largest single yoga class of all-time
- 20% click-through on brand content
- 1.5 million views across 4 continents and 9 countries
- Content drove 18k click-throughs to Amazon
- Our page engagements (page consumptions) rose by 1,365% during the heart of our YOTR Campaign (7/18-9/14)