The once celeb-endorsed brand SoulCycle has lost its popularity with the rise of Peloton. But SoulCycle isn’t an ordinary bike studio—it’s a community, a lifestyle and a spiritual experience.
So we’re fighting the solo-ride agenda by reminding the masses of our transformative power and converting them into SoulCycle loyalist.
Digital Activation
Substack is the Zillenial newspaper and hub for essays, think-pieces and life changing proclamations. So let’s feature “A Testimonial,” a first-hand account detailing the transformative power that is a SoulCycle sesh.
OOH
Wild posting
Social Partnership
SoulCycle gets a special segment with Oprah for “Super Soul Sunday” on the OWN network. She invites SoulCycle loyalists like John legend and other celeb enthusiasts as captured in the TMZ archives. They’ll sit down and discuss the benefits of cycling and the spiritual experience that comes from the class.
“Did you die 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 explaining how incorporating SoulCycling classes is life-changing.
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
Driving FOMO through the roof, SoulCycle will partner with Stanley to make a limited edition 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)