Meta’s Supernatural: Redefining Fitness in Virtual Reality
Imagine a workout that transports you to the glaciers of Iceland or the beaches of Bali, all from the comfort of your living room. Enter Supernatural, the brainchild of Within Unlimited, a Los Angeles-based studio founded in 2014 by Chris Milk and Aaron Koblin. Acquired by Meta Platforms in February 2023, Supernatural has been making waves in the virtual reality (VR) fitness arena, offering immersive workouts on the Meta Quest headset. [Source]
The ‘Unreal Fitness’ Campaign: Feel the Real
In November 2023, Supernatural launched its ‘Unreal Fitness’ campaign, aiming to bridge the gap between virtual workouts and real-world experiences. The campaign’s centerpiece, a commercial titled ‘Feel The Real’, was shot amidst Iceland’s breathtaking landscapes. Directed by Neels Castillon and produced by Ridley Scott’s RSA Films, the ad showcases users engaging in full-body workouts, seamlessly blending high-energy music with stunning visuals. The goal? To make viewers question whether they’re watching reality or a VR experience. [Source]
Supernatural Together: Sweating in Sync
In September 2024, Supernatural introduced ‘Supernatural Together’, a multiplayer feature allowing up to three friends to work out simultaneously in virtual environments. Whether it’s boxing, Flow workouts, or meditation, users can now share the experience in real-time, adding a social dimension to VR fitness. This feature is compatible with the latest Meta Quest headsets, including the newly revealed Meta Quest 3S. [Source]
Meta’s Acquisition of Within Unlimited
Supernatural’s journey took a significant turn when Meta Platforms announced its intention to acquire Within Unlimited in October 2021. Despite facing regulatory hurdles, including an antitrust probe by the Federal Trade Commission (FTC), the acquisition was completed in February 2023. This move underscores Meta’s commitment to expanding its VR ecosystem and integrating fitness into the metaverse. [Source]
Innovative Marketing Strategies
Supernatural’s marketing efforts have been nothing short of, well, supernatural. Beyond traditional commercials, they’ve employed unique strategies to engage potential users. For instance, their ‘Move Like Magic’ TV spot highlights the seamless integration of music and movement, enticing viewers to join the VR fitness revolution. [Source]
Conclusion
Supernatural is not just a fitness app; it’s a revolution in how we perceive and engage with exercise. By combining cutting-edge VR technology with innovative marketing campaigns, Supernatural offers an unparalleled workout experience that is as exhilarating as it is effective. Whether you’re a fitness enthusiast or a VR novice, Supernatural invites you to step into a world where workouts are transformed into immersive adventures.
Meta: Shaping the Future of Connection
Meta Platforms, Inc., formerly known as Facebook, Inc., is a global technology company redefining how people connect, share, and experience the digital world. Founded by Mark Zuckerberg in 2004, Meta began as a social networking platform and has since evolved into a multi-faceted tech giant. The company rebranded as Meta in October 2021 to reflect its ambitious focus on building the metaverse, a shared virtual environment integrating augmented reality (AR), virtual reality (VR), and artificial intelligence (AI). [Source]
A Portfolio of Global Powerhouses
Meta owns some of the world’s most influential platforms, including Facebook, Instagram, WhatsApp, and Messenger. Each platform serves millions (if not billions) of users daily, making Meta a central player in the global digital ecosystem. This dominance in social networking, communication, and advertising has propelled Meta into a leadership position among the world’s largest companies. [Source]
Innovating Through the Metaverse
Meta’s future is deeply tied to its investment in the metaverse. The company’s VR and AR efforts, spearheaded by its Reality Labs division, include the popular Meta Quest headset series and groundbreaking apps like Horizon Worlds. With billions invested in developing immersive technologies, Meta aims to transform how we work, play, and socialize in virtual spaces. [Source]
Meta’s Vision
Meta’s mission is ambitious: to create technology that brings people closer together. Whether it’s pioneering AI, expanding the metaverse, or fostering global connectivity, Meta’s innovations continue to shape the future of human interaction.
