The Future of Fitness

Digital Print Social Video

Meta was looking to create buzz and excitement for their virtual reality fitness app, Supernatural, by leveraging fitness icon Jane Fonda. They tapped DDM Studios to create a celebratory, high-impact custom campaign that seamlessly fused nostalgia with intrigue and innovation.

In a 360° partnership rooted in PEOPLE, Meta and DDM Studios raised awareness and enthusiasm for Supernatural across print, digital, social media, and on the ground. With the goal of appealing to casual actives (those with a minimal to moderate fitness routine), VR skeptics, and the cardio-averse, DDM Studios channeled the fun and familiar aesthetics of the 1980s to highlight Meta’s unique collaboration with Jane Fonda, the award-winning actress who famously revolutionized fitness with her VHS home workouts.

Influencer

Leveraging the PEOPLE brand allowed Meta to reach a pop-culture-obsessed audience with authority and authenticity. First, Supernatural and Fonda took over the PEOPLE print experience with a full cover wrap in the 12/20 issue. This high-impact, four-page ad placement represented an incredible opportunity to reach 1.4M print subscribers during the holiday gift-gifting season. 

DDM Studios also brought the flashy faux cover to life for PEOPLE’s digital audiences. A digital motion cover posted from the brand’s Instagram and Facebook handles created even more hype around the Supernatural x Jane Fonda partnership.

A sleek premium native article introduced readers to the Supernatural app via a Q&A-style explainer. The upbeat, conversational, and informative writing — along with a “Read More” section redirecting to editorial interviews with Fonda herself — made the article feel truly native to PEOPLE. The custom design blended client assets with unmistakably ‘80s aesthetics and animation — while still managing to capture the immersive, futuristic feel of the Meta Quest VR headset experience.

During an on-the-ground activation for Meta in early January, PEOPLE’s Beauty/Style Director Brittany Talarico was on hand at NYC’s Oculus shopping center, ready to help consumers with their post-holiday fitness goals. She joined a street team — all styled in iconic Jane Fonda ‘80s fashion — as they felt the burn via some of Fonda’s signature workout moves, chatted with crowds on their morning commute, and handed out PEOPLE’s issue featuring the Jane Fonda cover wrap.

Further building on our digital alignment, DDM Studios captured the buzzy energy of this on-the-ground activation with native social video content posted across Facebook and Instagram, generating even more excitement to get fit in 2025 with Meta Supernatural.

Total
Pageviews

Total Digital
Impressions

Total
Clicks

The Meta Supernatural campaign over-performed with users interested in health, fitness, and entertainment — especially busy parents, budget-conscious users, and convenience-seekers who may not have the time, resources, or desire to exercise away from home. With higher-than-average click rates (including +4x over benchmark performance on social), the campaign succeeded in driving interest in the Supernatural product and shifting perceptions around virtual reality as Meta ushers in the exciting future of fitness.