Vitamin supplement brand Emergen-C kickstarted an experiential campaign at SXSW to promote its newest products—and a moment for consumers to rest and recharge—with a mobile revitalization station.
The experience took 15 people at a time on 10-minute rides around town on a self-propelled contraption designed to endorse Probiotics+, the latest line in the brand’s portfolio.
Akosua Asamoah, senior brand manager of Emergen-C, told AListDaily that the timing of the activation was a great fit for the Pfizer-owned brand to make its experiential debut in Austin because it also coincided with the Wellness Expo and targeted a core user group they were actively trying to reach.
“Consumers are increasingly more interested in their overall health and wellness,” said Asamoah. “It’s important for Emergen-C to show up in places like SXSW in order to inform people of the range of wellness benefits available that can be incorporated into daily routines.”
Emergen-C was one of several brands that ventured to SXSW this year to promote marketing messages around health and fitness, which is seemingly a popular trend to reach bleary-eyed attendees who’ve made body-damaging decisions at the endless events and parties.