RCVR: LA Marathon 2019
Ready. Run. RCVR | lululemonLA
March 23rd-26th @ Plaftorm LA
L O S A N G E L E S – Century City
For the three days following the LA Marathon, lululemonLA took over the PLATFORM in Culver City to provide the ultimate mind+body recovery experience, offering lululemon's Virtual Reality breathwork program EMBODY / RELAX, cryotherapy, compressed air massage, percussive therapy, B12 shots and more. Throughout the pop-up we held shake out runs, yoga, meditation and breathwork led by ambassadors and key relationships in LA including Kim Strother and Reis Paluso of the Wim Hoff method.
RCVR by lululemon partners included: Dosist, Normatech, Theragun, SAJE, Drip Doctors, Hot Box Sauna, Cryo Cafe LA.
Limited-edition, customizable (heat press + chain stitch) lululemon LA Marathon product offered on-site throughout experience
HIGHLIGHTS
2,700 Consumer Foot Fall/Guest Impressions
913 RCVR experience attendees
143,928,928 Impressions to date
28 Press pick-ups (to date)
55 People PT’d
53% Male Attendance
17 Ambassador-led classes
OVERVIEW
RCVR was the final piece of our comprehensive strategy to celebrate the runner’s journey from start to finish throughout the LA Marathon
“Ready. Run. RCVR”
Comprehensive overview + visuals in project deck HERE
Overarching LA marathon recap attached
WHAT
RCVR by lululemon, an immersive recovery pop-up created for both LA Marathon finishers and L.A.area fitness enthusiasts alike Sunday, March 24th – Wednesday, March 27th 2019. RCVR by lululemon took over the PLATFORM in Culver City to provide the ultimate mind & body recovery experience themed around the elements: fire, water, earth & air. The experience offered lululemon's Virtual Reality breathwork program EMBODY, cryotherapy, hot stone massages, professional speaker panels, guided meditations, yoga and breathwork led by L.A. based teachers, including Kim Strother and Reis Paluso of the Wim Hoff method. Limited-edition, customizable lululemon L.A. Marathon product will also be available for purchase.
RCVR : a destination to connect with runners post race through a recovery experience themed around the elements : fire , water , and air
Each room consisted of different modalities of recovery i.e. “water” – cryo therapy/i.v. drip, “air”- breathwork and normatec air compression boots…
Partnership with Enterworks, our L.A. production partner, to bring the space to life in such a way that our guests will want to tell the story on their channels
Enterworks also supporting in our expo setup and cheer station to create a layer of consistency that calls out our brand through the race
Integration of our culture into programming for specific groups/partners in L.A.
Pop-up shop with core product and custom chainstitching
PROGRAMMING
We held 18 classes/events on site during the 3 day pop up. Schedule below.
KIOSK
Santa Monica ended the week at 113% to plan inclusive of RCVR Kiosk
SOCIAL
From March 10-27
Engagement rate: 9.3%
Engagements: 13.4K
Reach: 145K
Follower growth: 1.5%
Expo March 22-23
Engagement rate: 8.2%
Engagements: 2.3K
Reach: 28.1K
Race Day March 24 (cheer station)
Engagement rate: 12.2%
Engagements: 2.9K
Reach: 24K
RCVR March 25-28
Engagement rate: 10.2%
Engagements: 2.6K
Reach: 25.5K
PR HIGHLIGHTS
*MEDIA/EVENT COVERAGE + CAPTIONED TALENT PHOTOS
TOTAL # OF PLACEMENTS, TO DATE: 28
TOTAL AUDIENCE REACH/MEDIA IMPRESSIONS: 143,928,928
Chalkboard Magazine: Get A Glimpse Inside This Epic LA Marathon Recovery Pop-Up (March 21 | Reach: 119,719): Updated story to include lululemon EMBODY
LA Magazine: This Pop-Up is Helping Athletes Incorporate Cannabis into Post-Workout Recovery (March 25 | Reach: 365,392): Feature story noting Dosist cannabis partnership; all RCVR offerings are noted + direct Eventbrite link included; MC provided photo to replace current Nike shoes.
Flaunt: Dinner with Dosist: A Conversation About Natural Recovery (March 27 | Reach: 32,844): Dosist hosted private dinner recap.
Star Magazine online: https://starmagazine.com/photos/star-shots-celebs-hot-spotlight-2/ Star Shots (April 1 | Reach: 408,481): Photo gallery inclusion of Camille Costek with RCVR branding and Theragun + key event sponsors in caption.
OK! Magazine online: https://okmagazine.com/photos/check-hottest-celeb-pics-03-2/ Hottest Celeb Pics (April 1 | Reach: 1,249,829): Photo gallery inclusion of Camille Costek with RCVR branding and Theragun + key event sponsors in caption.
RadarOnline: https://radaronline.com/photos/very-important-photos-spotted-last-24-hours-7/ Very Important Photos (April 1 | Reach: 11,962,208) Photo gallery inclusion of Camille Costek with RCVR branding and Theragun + key event sponsors in caption.
TheKnockturnal.com: https://theknockturnal.com/stars-visit-rcvr-by-lululemon-after-l-a-marathon/ Stars Visit RCVR by lululemon After LA Marathon (April 1 | Reach: 40,000) Full RCVR by lululemon overview, includes images throughout the weekend, select sponsors, image of AnnalLynne and mentions the other talent that attended on Monday:
ExtraTV.com: http://extratv.com/photos/1c1153c8-4c4f-40fa-c782-7e4fa1bfc426 (March 29 | Reach: 1,531,821) March 2019 Fresh Pix Gallery. Sports Illustrated model Camille Costek enjoyed the RCVR by lululemon at Platform in Culver City this week for the ultimate mind + body recovery experience following the LA Marathon
Hollywoodlife.com: (March 29 | Reach per gallery photo: 1,605,358 x 3): Hottest Celebrity Pics Week of March 25th - features 3 separate images of Camille Costek, fully captioned, RCVR by lululemon + includes key sponsor mentions:
OK! Magazine online: https://okmagazine.com/news/celebrities-spotted-out-and-about-week-of-march-29th/ (March 29 | Reach: 1,249,829) Celebrities Spotted Out & About, Week of March 29. AnnaLynne McCord at the Lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch.
OK! Magazine online: Check Out The Hottest Celeb Pics This Week (March 27 | Reach: 1,249,829): Photo gallery inclusion of AnnaLynne McCord and inclusion of lululemon/EMBODY + key event sponsors in caption.
RadarOnline: Very Important Photos: Here’s Who We Spotted Out and About in the last 24 Hours (March 28 | Reach: 11,962,208): Photo gallery inclusion of AnnaLynne McCord and inclusion of lululemon/EMBODY + key event sponsors in caption.
Star Magazine online: Star Shots: Check Out Celebs Hot In the Spotlight (March 27 | Reach: 408,481): Photo gallery inclusion of AnnaLynne McCord and inclusion of lululemon/EMBODY + key event sponsors in caption.
TheStyleGuyde: Recover w/ the Latest Tech @Lululemon #RCVR (March 27 | Reach: 3,000): Recap of event including lululemon provided professional photos.
Just Jared Jr.: Candice King & Kayla Ewell Have Some Girl Time at lululemon’s RCVR Fitness & Wellness Event (Mar 27 | Reach: 439,654): Former Vampire Diaries stars / lululemon receives full credit in title and throughout the post with a full photo gallery.
AOL.com: CelebSpotter Gallery (March 26 | Reach: 11,686,386): Actress AnnaLynne McCord showed up at the 3-day RCVR by lululemon event in Culver City on Monday following the LA Marathon over the weekend.
HollywoodLife.com: Hottest Celebrity Pics This Week of March 25 (March 26 | Reach: 1,605,358): Actress AnnaLynne McCord + additional talent on-site at RCVR pictured and lululemon included captioned.
E! Online: https://www.eonline.com/photos/6910/shopping-with-the-stars/919989 (March 27 | Reach: 23,907,505) Shopping with the Stars Candace Accola King & Kayla Ewell The Vampire Diaries stars do some shopping at the lululemon RCVR wellness event at Platform LA in Culver City.
US Weekly online: https://www.usmagazine.com/celebrity-news/news/angelina-jolie-and-son-maddox-enjoyed-sushi-in-l-a/ (March 27 | Reach: 26,149,149) Celebrity Sightings - AnnaLynne McCord attended the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch.
US Weekly online: https://www.usmagazine.com/hot-pics/mirror-mirror/ (March 27 | Reach: 26,149, 149) AnnaLynne McCord attended the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch.
Life & Style Weekly online: https://www.lifeandstylemag.com/posts/hot-pics/ (March 28 | Reach: 1,500,046) Hot Pics. AnnaLynne McCord attended the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch.
In Touch Weekly online: https://www.intouchweekly.com/posts/hot-pics/ (March 28 | Reach: 3,468,423) Hot Pics. AnnaLynne McCord attended the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch.
Radaronline.com: https://radaronline.com/photos/hot-photos-march-2019/ (March 28 | Reach: 11,962,208) AnnaLynne McCord at the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch
OK! Magazine online: https://okmagazine.com/photos/hot-photos-march-2019/ (March 28 | Reach: 1,249,829) AnnaLynne McCord at the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch
Star Magazine online: https://starmagazine.com/photos/hot-photos-march-2019/ (March 28 | Reach: 408,481) AnnaLynne McCord at the lululemon RCVR wellness event at Platform with Dosist and Cryo Cafe, before hitting Margot for an afternoon lunch
ABC7 LA Nutrition + Fitness Reporter Lori Corbin @abc7lori (March 22 | 3,025 followers) Hosted by #badass LA Maven Erika Curtis, gave Lori highlights of LA Marathon product + RVCR on Instagram/Insta Stories
Add’l VIP + RCVR media & celebrity attendees
Sebastian Cintron (TheKnockturnal.com, reporter) - attended RCVR on 3/27, coverage/story pending
Genevieve Farrell (PopSugar Producer) - attended RCVR on 3/26, relationship building, no coverage/story planned
Debbie Emery (Furthermore/Livestrong, freelance reporter) - attended RCVR on 3/26, relationship building, no coverage/story planned
AnnaLynne McCord (458K followers) -Instagram story. Tagged @lululemonLA. Product story shared on @lululemonLA grid
Serayah (1.6m followers) -Instagram story. Tagged @lululemonLA
Ajiona Alexus (1.8K followers) -Instagram story. Tagged @lululemonLA
PHOTOS
Ready Run RCVR (High level)- Password: lamarathon
Ready Run RCVR (Deep dive)
Pop up shop (yogo kiosk + customization)
VIDEO
Drone- Kiosk