Meta recently tapped New York creative agency Mythology to rebrand its premium VR fitness platform, Supernatural.
Available exclusively on Meta's Quest headset, the app uses VR technology to bring users to breathtaking locations around the world.
Featuring workouts guided by elite coaches and set to top music hits, Supernatural aims to break the boredom of traditional exercises.
In line with this, a Mythology-led experiential pop-up "Anti-Boring Cardio" showcased the refreshed brand identity by inviting fans and first-time consumers to step into a new world.
Created with the help of full-service creative agency Ludlow Grey, the initiative featured LED billboard trucks conveniently stationed outside gyms in New York City.
The activation invited gym-goers to put on a pair of the new Meta Quest 3S and try some of Supernatural's immersive workouts.
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In a statement, Supernatural Head of Marketing Sapna Champaneria Kirk highlighted the platform's use of technology in creating workouts that people can actually be excited for:
"Our creative efforts, starting with this work, will show that you can have fun in the fitness category and you can love cardio."
Mythology Creative Director Kim Haxton added that people who hate doing cardio should definitely check out Supernatural.
Business rebrands are one of the biggest changes a company can make to rejuvenate its identity and make it more relevant to consumers.
Well-thought-out rebrands can introduce a brand's products to new audiences and generate higher sales. By targeting New York for its in-person execution, Meta is also maximizing engagement.
Making Big Moves
Since its rebranding, the platform has introduced a significant amount of new content to its channels.
In addition to its regular programming featuring coach Raneir Pollard, Supernatural launched a new "Guest DJ" series.
A set of videos posted earlier this week announced the arrival of iconic influencer Paris Hilton as Supernatural's first-ever resident DJ.
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Available now, Hilton's co-branded workout features some of the star's favorite tracks, including a new single from her album "Infinite Icon."
Fans can expect more surprise appearances on Supernatural in the coming months.
Meanwhile, earlier in July, Hilton launched a campaign with a phone hotline to promote her latest single.
