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.

Others brands that brought experiential marketing messaging underscoring the importance of proper health and nutrition at SXSW included Gatorade, Land O’Lakes, Herbalife and Califia Farms.