PELOTON | lanebreak
Lanebreak was Peloton’s first gamified workout experience on the Bike/Bike+. The campaign line “This is a game-changer” invited Members to experience a new way to be motivated during workouts but also opened doors for an entirely new audience of game-enthusiasts.
This campaign came to life through an educational microsite experience and social video (see below) to tease out the newest product in gaming, fitness and music!
Role: ACD
Hardware banner on the Bike tablet
David Guetta was featured as on of the first artist playlists a Member could ride to on Lanebreak
Showing the game in context was essential in helping Members understand this was a Bike-only experience