opportunity

Trek Bicycle wanted to increase its share of the fast-growing e-bike segment, reaching beyond early adopters. We saw an opportunity to drive coverage in a wider array of consumer lifestyle, high-reach tech and mainstream news media, earning positive reviews for Trek e-bikes and showcasing Trek’s range of price points – with e-bikes for all.

approach

To get media interest rolling, we hosted a series of experiential activations. That included an e-bike 101 at the Trek store in New York City, in proximity to the West Side Highway bike path, an immersive brand experience at Trek’s HQ, and an extensive loaner program giving journalists across the country guided Trek e-bike experiences, ensuring positive reviews. We also pursued and merchandised high-profile awards to increase awareness and trust for Trek e-bikes.

results

Our campaign significantly increased consumer awareness about Trek e-bikes across the year, with 845M+ earned media impressions and 82% of articles linking to the Trek website to learn more and purchase via Trek’s network of retail partners. Importantly, our efforts landed Trek e-bikes in new places – going beyond endemic cycling media – such as WIRED, Esquire, Travel & Leisure and The Wall Street Journal, among others. Coverage was wholly positive with frequent high ratings and merchandisable accolades for Trek’s e-bikes, among them a TIME Magazine “Best Inventions” award, helping to further Trek’s position as the leading brand in the North American e-bike market.