Dive Brief:
- Clif Bar is partnering with musician Mike Posner on a mobile web-based platform that exchanges physical movement for a clip of the artist's new song, according to a company announcement.
- The track is only unlocked through physical activity, using the accelerometer in smartphones to detect motion or speed. Walking, dancing or other actions let users hear more of the track, entitled "Amor Fati," as well as remixes by the musician. The Remix in Motion effort includes video ads on Hulu, Roku and YouTube; social content on Facebook, Pinterest, Snapchat and TikTok and targeted ads on Pandora and Spotify, per the details.
- Building on the food brand's existing "Let's Move the World" campaign from May, Clif's latest effort was created with Edelman's Edible agency, UEG and Reconstrukt and designed to inspire more physical activity in consumers' daily routines.
Dive Insight:
Aiming to counter sedentary habits and lack of live music events that accelerated over the past 18 months during the pandemic, Clif is linking with a Grammy-nominated artist in a creative fashion. Smartphones power the Remix in Motion platform, which weaves a fitness food brand like Clif with a virtual community of music fans, encouraging them to incorporate small bursts of activity into their daily lives.
"We see the joy that comes from moving and creating the soundtrack to moments, but not everyone is able to participate in group activities right now," Clif Senior Brand Manager Blaire Woloz said in the press release. "Remix in Motion isn't just an invitation to move as an individual, but as a collective, so people everywhere can feel connected in movement."
Clif's activation aligns with an uptick in interest around virtual fitness classes and other at-home wellness activities over the past 18 months. The pandemic spurred a boost in online fitness platforms among endemic brands like SoulCycle and Nike as they look to regain revenue lost from store closures and a drop in consumer spending. Nonendemic brands including Clif and Chipotle have also tapped into consumer interest around online wellness, working to prop up virtual communities in order to cultivate more memorable connections.
Remix in Motion can help Clif to deepen engagement with consumers online while focusing on physical and mental health and social justice.
Through Posner's partnership, Clif will donate money to the Detroit Justice Center, a nonprofit law firm working to create economic opportunities and transform the country's justice system. Posner climbed Mount Everest in May to raise money for the nonprofit and will now contribute additional funds through his tie-up with Clif, a collaboration designed to demonstrate how individual movement can power global movements that make a meaningful impact, per the announcement.
