earned media, PR, social
The Peloton Effect is the mental motivation you take with you after a workout. Inspired by their tagline “Motivation that Moves You,” beloved instructors were made into one-of-a-kind minis you can take with you (literally) throughout your day. Introducing Motivational Miniatures.
Limited quantities meant members raced to buy the collectibles. The miniatures sold out in minutes while social chatter soared for days.
*Peloton executed this in-house but the idea came from moi.