DNA Vibe Runs Brooke Burke Wellness Campaign on Times Square Digital Billboard
2026-10-27 · via invidis
Wearable wellness technology company DNA Vibe has placed a campaign on a digital billboard in New York's Times Square, featuring television personality Brooke Burke, according to the company.
The display sits above the I Love NY Gifts storefront near Old Navy, a location that regularly carries large-format digital advertising aimed at the high foot traffic of the district. The creative shows Burke alongside one of DNA Vibe's wearable devices with the tagline "Work with your body, not against it," and directs viewers to the company's website.
DNA Vibe makes wearable products that use red and near-infrared light, which the company markets as a non-invasive way to support recovery and pain management. Burke, a television host and fitness entrepreneur, serves as a brand ambassador for the company and has been used in its marketing to lend the product a recognizable face.
Why it matters for DOOH operators
The announcement does not say which network or media owner operates the screen, how long the campaign runs, or what the booking cost. Nor does it give any performance data, such as impressions, dwell time, or conversion metrics, that would let an industry reader judge the campaign's effectiveness.
What the release does confirm is a pattern that has become familiar in Times Square: a direct-to-consumer brand with no prior large-format advertising history using a single, prominent digital spectacular to manufacture a sense of scale and legitimacy. For wellness and health tech brands in particular, a Times Square placement functions less as a sustained media buy and more as a press and social media asset, something to point to in other marketing rather than a primary driver of foot traffic or sales in that specific location.
For venue operators and media owners selling space in similar high-footfall districts, the DNA Vibe campaign is another data point in a broader trend: brands outside the traditional DOOH advertiser base, including supplement, wearable and direct-to-consumer wellness companies, treating a single iconic digital billboard as a marketing event rather than part of a broader out-of-home strategy. Whether that translates into repeat business for the host network is not addressed in the announcement.
The campaign also underscores how large-format digital signage in landmark locations continues to be valued primarily for its symbolic and earned-media value, a consideration that matters for operators pricing and packaging premium inventory in tourist-heavy districts.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The wearable red light therapy company is using a prominent Times Square digital billboard to promote its wellness technology, with television personality Brooke Burke fronting the campaign.
Wearable wellness technology company DNA Vibe has taken its latest advertising campaign to New York’s Times Square, featuring television personality and wellness advocate Brooke Burke on a large digital billboard.
The campaign promotes the company’s wearable red light therapy technology with the message, “Work with your body, not against it.”
The digital display, located above the I Love NY Gifts storefront near Old Navy, features Burke alongside one of the company’s wearable devices, with a link directing viewers to DNA Vibe’s website.
DNA Vibe develops wearable technology designed to support recovery, pain management and general wellness. Its products use red and near-infrared light therapy, which the company markets as a non-invasive approach to supporting the body’s recovery processes.
Burke, a television host, fitness entrepreneur and longtime wellness advocate, serves as a brand ambassador for the company. Her involvement gives DNA Vibe a recognizable face as it reaches consumers interested in fitness, recovery, and everyday wellness.
The Times Square campaign takes that message beyond online advertising and traditional wellness marketing channels, placing it in one of the world’s most heavily visited commercial districts.
For DNA Vibe, the high-profile DooH placement offers an opportunity to introduce its wearable technology to a broad audience, including consumers who may be unfamiliar with red light therapy.
The campaign also illustrates how wellness technology brands are using large-format digital out-of-home advertising to build awareness beyond their established customer base.