We love to partner with other brands that appreciate quirky stories and don’t take themselves too seriously. After all we’re in this for fun, right?-Lacy Kemp, Communication Manager, Kona Bikes
What better way to celebrate the coming of spring and the prospect of a racing season than with a one of a kind checkered riding kit and custom RideWrapped bike. Miranda Miller has seen her fair share of checkered flags in her racing career. Above and beyond that, she has the greatest sense of humour in the cycling industry. In other words, when she approached us with a concept (and an outfit to match) for her custom wrap we knew it was going to be a winner.
At RideWrap our product presents a unique challenge as well as opportunity.
Our challenge: How do we advertise an invisible product?
One of the ways we get around this is through the creation of content that does more than show off the product through explanations or installation videos. For this project we planned, executed and delivered a multimedia suite of fun and entertaining content. This included an interview, photos, social assets, and a video that went beyond the classic “Rider ‘X’ blasts, shreds, smashes, and rails trail ‘Y’” formula. We wanted to show off Miranda’s skills on the bike and humour off the bike while simultaneously generating a buzz around our brand.
Our opportunity: with the cycling industry’s top brands.
In order for us to show our product we are almost always also going to feature a bike. As a result we look to develop partnerships and deliver value to our partners. Lucky for us, we have access to an incredible team of cinematographers, editors, and photographers that consistently deliver outstanding content. For this project, Miranda put us in touch with Kona’s Communication Manager, Lacy Kemp. We shared the content plan, video concept, and script with her, and she loved it.
RideWrap: What were your expectations of the project?
Lacy Kemp: Anything that involves Miranda is going to be entertaining. Whether it’s her smashing down a trail or being hilarious, we are always eager to see what she produces. So the short answer is that we expected something funny and entertaining. When we are third party to a project it’s always a bit of a roll of the dice on what we get, but working with brands like Ride Wrap that understand how to tell a good story and produce quality projects, we know we’re going to get something good.
RideWrap: How would you describe the end result of the project?
Lacy Kemp: In short, we all got a good laugh out of it. Checkers or Wreckers is a pretty great phrase in general and when one of your star athletes adapts it as a temporary mantra it’s hard not to chuckle. From a personal standpoint I appreciated the creativity and full commitment to the checkers portion and was happy to see no wrecking. That woman has had her fair share of injuries and the black and white check pattern looks much nicer without blood splatter.
RideWrap: Would you consider another content partnership project with us? Why or why not?
Lacy Kemp: Sure! We are all big fans of the product and many of us use it on our bikes by choice. We love to partner with other brands that appreciate quirky stories and don’t take themselves too seriously. After all we’re in this for fun, right?
Content Partnership Outcome:
A culmination of pictures, words, and video that get back to the core of why we ride, for fun. In the end, it’s why we all got hooked on life on two wheels. This content partnership project was a success on a number of levels. The content was picked up and shared across online cycling publications, it’s currently our top viewed content piece on youtube and our most engaging post on social media. But most important of all this content got people stoked to get out and ride. Shout out to the RideWrap team, Graeme Meilkeljohn, Lacy Kemp, and Miranda Miller for getting this project across the finish line in style.
“Getting to the top of any given mountain was considered much less important than how one got there: prestige was earned by tackling the most unforgiving routes with minimal equipment, in the boldest style imaginable.”
– Jon Krakauer