Question

Topic: Advertising/PR

Ideas To Capitalize On An Event

Posted by Raymond on 4/7/2010 at 3:54 PM ET 25 Points
Our client is the area Harley-Davidson dealership. One of his clients is doing the Hoka Hey Challenge (https://www.hokaheychallenge.com) which is a 7000 miles bike run across the US and Canada. They are sponsoring a rider and asked us for ways to capitalize on the sponsorship and the event.

Off the bat, we've come up with a media event with the rider at the dealership's location, a Facebook Fan Page and a micro web site to follow the rider up to and during the challenge to create a buzz around it.

Can anyone suggest any other great ideas?

Thanks in advance,
Raymond
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RESPONSES

  • Posted by Gail@PUBLISIDE on 4/7/2010 at 4:39 PM Accepted
    Gve the rider a FlipCam or similar for him to send in quick (10-15 second videos) to post on that microsite after each leg.
  • Posted by Raymond on 4/7/2010 at 4:43 PM Author
    Thanks Gail. We're actually already arranging to get pics and at least a couple of updates each day from the rider's helper as the riders will be riding up to 18 hours everyday so there won't be much time for them to stop and enjoy the scenery.

    Raymond
  • Posted by Raymond on 4/7/2010 at 5:07 PM Author
    Thank you Karen. They actually already have another event at approximately the same time for the Breast Cancer Foundation so I'm afraid it could create confusion if we add another charity and I don't think this bike run is a good fit for it.

    Raymond
  • Posted by ipawlowski on 4/8/2010 at 1:34 PM Accepted
    From a quick glance over the event website, it looks like the route is outlined by the organizers, but each rider has the flexibility to build his own, at least until the first check mark. Additionally, there are ample opportunities for engagement en route.

    You also have a bit of time before the event, so maybe think of pre-event digital competition asking bike fans to devise creative/recommended routes for the rider to take. Winning entry could win a trip to the after-party or even a new Harley (depending on the buzz you want to create and your budget).

    Another tactic you could think about is "casting" the rider's support group - leverage the buzz around FX's "Sons of Anarchy" by adding some soap opera interest around the rider's posse (biker chick girlfriend, club members, rivals, etc.) This could provide wonderful content to follow on his FB page and the microsite (to be scripted of course).

    In the dealership itself (cause the client should tie the sponsorship directly to his business), put up a visual map that charts the rider's progress in the run. Make the map interactive, so that customers get a feel for the experience on the road.

    Good luck!

  • Posted by Raymond on 4/8/2010 at 2:30 PM Author
    Dear Mr. Ipawlowski and Mr. Montalbano, thank you so very much for your very much appreciated help. Your very valuable suggestions will certainly help make this a success.

    Thank you all so very much once again.

    Sincerely,
    Raymond Rocan
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