The wheels were set in motion after the show aired, but Reynolds’ Maximum Effort marketing firm was already at work with Peloton: 'Right after the episode aired ... we all knew just what to do.'
Once they were done cracking up, most wondered how Reynolds and crew got that spot done so fast. Reynolds tookTo start, there was no conversation between Maximum Effort and Peloton before about theepisode featuring Mr. Big’s demise. The wheels were set in motion after it aired and fans lost their minds, Reynolds explains.
“By pure luck, we’d been talking to Peloton about our Creative-as-a-Subscription [launched with MNTN] product in the week before this all happened,” Reynolds tells. “I literally met Dara [Treseder, CMO of Peloton] for the first time on Dec. 1. She emailed us right after the episode aired and we all knew just what to do. We try to do these things in a way where everyone wins — Peloton, Chris and the show itself.
The time from conception to cameras rolling was 24 hours, Reynolds notes, adding, “Chris was in right away but it was a whirlwind. For all of us. I certainly helped secure Chris but Maximum Effort has built itself on challenges like these so, while never ever easy, the secret is practice and not losing heart when challenges inevitably occur.”
The result: a viral ad covered by nearly all major media outlets; the new conversation drowning out reports that themoment resulted in a hit to Peloton stock shares. Reynolds’ video tweet alone has more than 1.1 million views since he posted it Sunday at noon. “The response has been great,” Reynolds says. “It’s been really satisfying to work so hard so quickly towards something which is this much fun and have it work out. I think people like to see the spirit of Maximum Effort — that we want to have fun and bring people together but not ever at anyone’s expense.”
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