Experiences that engage.


ON Gold Standard Zone

  • Optimum Nutrition +
  • sparks

Physical Exercise + Digital Interactivity

The Optimum Nutrition mobile tour targeted core consumers and new advocates with an exciting experience that combined physical and digital activities to educate and connect the brand’s virtual community.

The physical anchor of Optimum Nutrition's 2,000 sq. ft. activation space was the 27 ft. custom trailer with drop-down stage—aka the Gold Standard Zone. With exterior graphic backdrops and flags, tablet registration kiosks, product sample stations and multiple digital interctives, the high-tech experience immersed attendees in ON’s comprehensive total fitness philosophy, pushing Optimal Nutrition's brand awareness far beyond just supplements to a trusted partner in achieving health and fitness goals.


  • Mobile Tour Services
  • Event production
  • Creative strategy & design
  • Digital Interactives
  • Content design & production
  • Fabrication & logistics
Optimum Nutrition Mobile Tour with People

Define Your Goals

Attendees' first stop was the “Define Your Golden Goals” opt-in, a quick questionnaire to level-set their Golden Goals IQ. Each successive station was an educational touchpoint that established the proper fitness journey to a healthy routine. Activity completion was rewarded with a personalized, commemorative laminated card that could be attached to office lanyards or keychains as Golden Goals daily reminders.

The FUEL station is a stylized micro kitchen where brand ambassadors helped attendees determine their target caloric intake. Attendees “made” their virtual breakfast by scanning QR codes from the breakfast menu display. They received their FUEL laminated card with nutritional information based on personal fitness goals.

3 Stations of Interaction

The FITNESS station focused on form, function, and targeting. Attendees perform exercises in front of a “smart mirror” that used artificial intelligence to evaluate form and provide movement recommendations as well as performance advice.

How it worked:

  • Attendees could choose from an array of equipment; boxing gloves, medicine balls, or free weights.

  • Attendees then stepped in front of the “smart mirror.” The mirror identified the equipment and demonstrated relevant activity. The mirror analyzed the attendee's exercise form and illustrated proper movements.

  • Attendees receive their laminated FITNESS card with proper exercise reminders to reference at their home, gym, or on the road.

The SCIENCE station featured samples of ON’s best-selling products and recommendations on how supplements help achieve nutritional goals. Brand ambassadors offered samples such as Gold Standard 100% Whey, Essential Amin.o. Energy and Cake Bites, and explained how the products fit in a daily routine. Attendees received their laminated SCIENCE card with their preferred ON products.

The SOCIAL “Lift Yourself Lift Others” chin-up challenge station, invited attendees to earn money for charity by performing pull-ups. The session was captured on video and shared on social media to inspire friends to take the chin-up challenge—#GoldHeartChallenge. ON donated to a worthy cause for every onsite pull-up. When friends post their chin-up videos on social channels, ON sent them a discount code to purchase products.

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