Peleton: The Gift That Gives Back

The 2019 Peloton holiday advert, while aiming for heartwarming, sparked a firestorm of controversy, labelled as sexist and tone-deaf. Yet, amidst the backlash, the video achieved a peculiar kind of success. This raises intriguing questions about marketing psychology and the power of controversy in capturing public attention.

OBJECTIVES

• Increase Brand Awareness: The primary objective was to boost Peloton’s visibility during the holiday season, a peak time for consumer spending.
• Drive Sales: The advert aimed to convert viewers into customers by showcasing the Peloton bike as the ideal holiday gift.
• Reinforce Brand Identity: The video sought to solidify Peloton’s image as a premium fitness brand associated with a healthy, aspirational lifestyle.

THE HOOK

The initial hook employs a “surprise reveal” technique, showing a woman receiving a Peloton bike as a gift. Her slightly apprehensive reaction followed by enthusiastic engagement sets the tone for a narrative centred on transformation. However, this is also where the controversy begins. The perceived implication that the woman needed to improve her physique, as perceived by some viewers, created the initial negative reaction. A different interpretation is that of a woman surprised and excited by the gift of something she genuinely loves and enjoys. This ambiguity in interpretation contributed both to the backlash and the video’s virality.

WHY IT WORKS (Despite Controversy)

• Controversy as Amplification: The negative reactions, while unintended, generated immense publicity. News outlets, social media, and even late-night talk shows discussed the ad, exponentially increasing its reach beyond traditional marketing channels. This “earned media” arguably provided more exposure than a controversy-free campaign.
• Emotional Engagement (Positive and Negative): The ad elicited strong emotional responses, both positive and negative. Those who resonated with the woman’s fitness journey connected with the narrative. Conversely, the negative reactions fuelled discussions and kept the brand in the public eye.
• Memorability: The controversy ensured the advert was remembered, even by those who disliked it. This memorability can translate into increased brand recognition and, potentially, future purchases.
• Video Script Framework – AIDA (Attention, Interest, Desire, Action): The video first grabs attention with the gift reveal, then builds interest by showcasing the Peloton experience, creates desire by depicting a year of transformation, and culminates in a direct call to action to purchase.

TAKEAWAYS

• Controversy Can Be a Double-Edged Sword: While negative publicity can amplify reach, it can also damage brand reputation. Careful consideration of potential interpretations is crucial.
• Authenticity Matters: Although the ad faced criticism, the underlying narrative of personal transformation through fitness resonated with some viewers. Authentic storytelling, even if imperfect, can still connect with target audiences.
• The Power of Earned Media: Negative or positive, public discussion around a brand can be immensely valuable. Leveraging this “earned media” can significantly extend a campaign’s impact.

KEY ELEMENTS

• Introduction (hook): Woman receives Peloton, apprehensive but intrigued.
• Problem statement (implied): Desire for improved fitness or a healthier lifestyle.
• Solution (product/service): The Peloton bike and its interactive training programs.
• Benefits and features: Year-long transformation, community engagement, motivation.
• Call to action (CTA): “Give the gift of Peloton.”