Withings wanted to introduce its latest activity tracker – Activité Pop – to the SXSW crowd, the perfect audience for the watch that combined trendy style with classic tech.
Tandem was tasked with generating buzz for the fitness watch in a unique way – with just 10 days to plan.
We staged Activité Pop Fitness Dance Classes, teaching media and SXSW attendees the dance routine to Britney Spears’ “Baby One More Time.”
To create buzz and encourage class registrations, two teams of Britney Spears’ dancers entertained crowds, got cameras snapping and set Instagram ablaze while handing out iconic 90s slap bracelets and performing two of Britney’s famous routines
100 fitness dance class attendees received hands on demos of Withings products
The Britney dance team performed in front of an estimated audience of 18,900 people on the streets of Austin
2500 promotional wristbands were distributed
Social posts across Instagram and Twitter promoted the Britney dancers with Withings Pop signage included