Background
Brief
Peloton has seen a significant increase of bike sales during 2020 due to COVID. They would like to to reach the 18-25 year old audience so they can keep up that momentum moving into 2021 and beyond.
Music has been a main focus of Peloton in recent years, so they would like to incorporate this aspect into whatever solution is created during this sprint.
The Team
Jael Williams - Experience Designer
Monica Roebuck - Copywriter
Aubrey Estes - Copywriter
Katie Brents - Art Director
Grant Bauley - Art Director
Nick Vega - Experience Designer
Solution
My group decided that an app extension would be the best touchpoint to enhance for their target audience. We created a new feature for their first person guided paths called "Peloton: Before the Tour", which would highlight a handful of artists and offer an exclusive look into what inspired the musicians work.
Hot Girl Houston
Our final execution was built upon the understanding that people in their target audience love learning about the artist that created the music they enjoy. Popular shows like Hot Ones by First We Feast and Nardwuar's Video Interviews usually offer a more intimate or detailed look into who the featured celebrity is. Peloton's "Before the Tour" will show first person POV footage from the featured artist's hometown that will be coupled with audio that is focused on their upbringing and how that inspired their music.
Vibin in O'ahu
After receiving some feedback from the representatives from Peloton and our mentor, we decided to build out a flow for a Walking Tour with Bruno Mars. Despite the fact that Peloton is known for it's cycling community, there are users who utilize the app for other forms of workouts. It only made sense to create a scenic route for anyone interested in seeing the beautiful island of Hawaii while listening to one of the biggest current pop starts.
Social Media
Megan Thee Stallion
Bruno Mars
OOH
Megan Thee Stallion
Mac Miller
Bruno Mars
Activation
Even though this team was comprised of all creatives, we decided to imagine how we would raise awareness to this new feature. We decided to offer some immediate touchpoints that Peloton could utilize, but we also had a long-term plan for how they could turn new users into lifelong enthusiasts.
