Peleton pedaled the soul out of cycling with its solo bike ride. People just aren’t wearing the branded merch and having spiritual experiences attending the celeb-endorsed SoulCycle classes like they used to.
So we’re re- converting the masses into SoulCycle loyalist by literally popping up everywhere.
Digital Activation
Substack is the breeding ground for essays, think-pieces and experiences. So let’s feature dramatic testimonial about the transformative power of a SoulCycle class.
OOH
Wild posting
Social Partnership
SoulCycle gets a special segment with Oprah for “Super Soul Sunday” on the OWN network. She invites SoulCycle celebs to talk about their journey with the brand.
“Did you die while riding
or were you reborn?”
Social Activation
Oprah (being Oprah) treats 20 people to a year long membership with SoulCycle.
Using the hashtag #soulrevival social media users can gain entry into the raffle by writing a Humans-of-NY- style post or TikTok video about how SoulCycling could change their life.
Super Soulcycle Stunt
We’ll set a new record for the largest SoulCycle class in Central Park where Oprah and her bestie Gayle co-lead different sessions as surprise guests.
Stanley x SoulCycle
SoulCycle makes a cup! An lto stanley cup with the phrase #soulsurvivor. Exclusively available at SoulCycle locations for members.
And as an initiative for “The World Day for Physical Activity” on April 6th, any Stanley cup gets you a free SoulCycle class.
Earned Media
“Don’t call it a comeback, Soulcycle peddles its way back into our lives”- Vanity Fair (probably)
“And on the third day, Soulcycle will rise” Oprah plays lord and savior by reviving once beloved cycle studio”- Cosmopolitan (probably)
AD: Andrew Day
CW: Armmoni Allen-King