Activate, the vitamin-enhanced bottled water, recently installed a peddle powered vending machine outside a shopping centre in LA as part of a charitable marketing stunt for the brand’s ‘Turn For the Better’ promotion.
Those who were prepared to jump on a bike and pedal for a mere 30 seconds were rewarded with a free bottle of Activate, with the actual retail value of all the free bottles donated to support nutrition for pregnant women, in partnership with Nourish America.
“Bring your legs, not your quarters” stated the accompanying billboard message that supported the cashless vending machine. Getting consumers to work for their freebies is definitely on the rise as brands increasingly look to focus on sustainability in a very tangible, yet accessible, way.
Other bike-based initiatives have included Tuborg’s peddle-powered heated swimming pool festival activation last year at Roskilde, energy company ESB’s bicycle activated showers at the Electric Picnic festival in Ireland and, more recently, I found myself frantically peddling to create a free smoothie courtesy of footwear brand Timberland at a UK festival this summer.