Maybelline Sky High Biker
A physical-digital cycling experience where pedaling controlled a social media-inspired feed and players had to identify the right moments to apply a beauty filter, combining physical activity, real-time interaction, and gamification.
THE IDEA
Transform a stationary bicycle into an interactive controller for a fast-paced branded experience inspired by the behavior of scrolling through a social media feed.
CHALLENGE
Connect physical activity with an intuitive digital mechanic while keeping the experience easy to understand in an event environment. Pedaling had to control the progression of the feed in real time, while a physical button mounted on the bicycle handlebar allowed players to interact with each image without interrupting their movement.
TECHNICAL APPROACH
Developed an interactive application connected to a stationary bicycle and a physical handlebar button. As the participant pedaled, the experience progressed through a vertically scrolling feed inspired by social media. The player had to identify posts featuring people and press the button to apply the Sky High effect at the correct moment. Correct interactions awarded points, applying the effect to images without people resulted in a penalty, and allowing a post to pass without interacting left the score unchanged. A countdown timer, visual feedback, animations, and real-time scoring communicated each decision throughout the experience.
OUTCOME
Created an intuitive physical-digital activation that combined exercise, timing, visual recognition, and branded content into a single experience. The bicycle became a natural game controller, while the large vertical display allowed both the participant and surrounding audience to immediately understand the interaction and follow the player's score in real time.