We launched Sweatlag, a workout designed to beat jet lag with Delta and Equinox aimed to promote Delta’s new aircraft that
launched in Los Angeles. The workout was designed to help muscles synchronize to a new time zone, reduce stiffness associated with travel,
and generally encourage the body to reset.
We created real Sweatlag classes, the workout was created with an Equinox trainer, featuring low-intensity exercises to reset circadian rhythms.
All you needed to get into a class was a recent boarding pass. And oh hey hey, it was featured on the local Los Angeles news station.
The classes were held in three different Equinox locations for six weeks, each studio was branded using the Sweatlag signage as well as the jet lag-fighting blue lighting found on Delta flights.
For those not living in LA or not able to join the classes, we created workout overview videos that leads to the full workout on Equinox’s website.
Here’s a couple of examples, the rest of the videos can be found here.
We targeted specific flights that had recently landed, by using digital billboards around LAX to direct them sign up for a class. And we timed our promoted social posts to be shown at odd hours of the morning and night.