Optimum Nutrition was looking for a powerful new way to engage the attendees of the Arnold Sports Festival. It was time to spruce up their trade show experience, and they were looking for something interactive and memorable. We collaborated with the direct brand, as well as with their creative agency, Sync, to imagine a competitive gym experience – VR style. Booth visitors slipped on VR glasses and entered an Optimum Nutrition-branded gym in virtual reality. Attendees were pitted against each other in a friendly competition to see who could perform the most bicep curls in 15 seconds, followed by squats for another 15 seconds. Of course, those on top of the leaderboard scored amazing prizes (and bragging rights)! Not only was this VR experience just downright fun for the Arnold’s audience, it was also on brand for this performance brand. Over 1,200 participants showed off their workout moves during the 3-day event. Results included earned media through user-generated social content and publisher pick-ups highlighting this must-experience trade show booth.