AMSTERDAM, THE NETHERLANDS — Basic-Fit and Samsung have created “Galaxy Space Squat,” an interactive fitness experience that turns gym-goers into human game controllers.
Created by agency Cheil WW Benelux, Galaxy Space Squat uses Galaxy wearable devices to track the motion of gym-goers on Squat machines, using the data to control an Arcade game-style spacecraft on Samsung screens positioned in front of the gym machines.
Designed to promote the launch of Galaxy Watch 7 and Ultra to Gen Z, the Galaxy Space Squat experience takes a leap beyond just gamifying individual work-outs; the experience connects Gen Z fitness fans across multiple Basic-fit gyms to create a real-time leaderboard.
Born and raised in a digital-first landscape, Gen Z’s overall knowledge and awareness of both physical and mental health is unmatched, and yet, many of them still struggle to find real connections outside of their digital lives. With over 40% of Gen Z holding memberships to either gyms …