Yoga on the Rocks 2015
Despite growing anticipation, a lot of work goes into promoting CPY's annual event at Red Rocks National Park. Students and fitness fanatics everywhere are served a series of ads, similar to the emails below, informing them how and when to reserve a spot for this fast-selling phenomena.
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However, it wasn't the promotional materials that made 2015 special. What captured the audience's attention was the interactive nature of the event itself. Thanks to this double-sided card, each student became more than an attendee, they became connected to thousands of like-minded yogis all over the world and contributed to an uplifting display of peace, strength and prosperity.
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Upon entering the ampitheater, each student was given a pair of orange sunglasses, a mat mantra pin and our double-sided card. As mats hit the floor, a variety of colorful content marked with #CPYOnTheRocks began pouring through our social channels. Pictures of mantras, yoga poses, the sunrise and people dedicating their practice populated the Red Rocks jumbotron. The fun had begun and everyone was sharing. Thanks to a solid campaign with seamless execution, we were able to document, compound and broadcast the joy of Yoga on the Rocks... Not only for the students in attendance, but for everyone witnessing at home as well.
The event itself was a huge success. Aside from strengthening the CorePower brand, making a gigantic splash on social media and building anticipation for next year's event, Yoga on the Rocks raised $8,500 for the Whole Planet Foundation.
