The Cooldown is Peloton’s year-in-review campaign which celebrates the achievements and commitment of the Peloton community at the end of 2021. The campaign provides Peloton with a unique opportunity: to take 12 months of raw workout data, and use it to engage and reactivate members by celebrating their achievements and building brand loyalty.
No two Peloton members are the same, and we wanted the films to reflect this. Depending on each users' individual activity for the year, our RITA automation platform dynamically compiles the most relevant edit from a wide number of scenes to best reflect the sort of athlete they are. The diagram below shows a breakdown of the system logic.
We created more than 65 million unique, multi-language assets for the Peloton community to share.
In anticipation of the community sharing on Instagram, each video included a unique, personalized title frame. This created a dynamic and varied showcase of the campaign under the #PelotonCooldown hashtag.
And we didn't stop at members. We also created bespoke versions of The Cooldown for famous athletes, music artists, and Peloton's enterprise partners.