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, kommunikationschef, Kona Bikes
Vilket bättre sätt att fira vårens ankomst och utsikten av en tävlingssäsong än med ett unikt rutigt kit och en specialanpassad RideWrapped-cykel. Miranda Miller har sett sin beskärda del av rutiga flaggor under sin tävlingskarriär. Utöver det har hon den bästa humorn i cykelbranschen. Med andra ord, när hon kom till oss med ett koncept (och en outfit som matchade) för sin specialanpassade wrap, visste vi att det skulle bli en vinnare.
På RideWrap innebär vår produkt både en unik utmaning och en möjlighet.
Vår utmaning: Hur marknadsför vi en osynlig produkt?
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: Vilka var dina förväntningar på projektet?
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: Hur skulle du beskriva slutresultatet av projektet?
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: Skulle du överväga ett nytt innehållssamarbete med oss? Varför eller varför inte?
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?
Kona content partnership ” class=”wp-image-63310″/>Resultat av innehållssamarbete:
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.
https://www.mtbr.com/threads/miranda-miller-at-full-tilt-in-checkers-or-wreckers.1178844/
https://www.pinkbike.com/news/video-miranda-miller-at-full-tilt-in-checkers-or-wreckers.html
https://nsmb.com/articles/checkers-or-wreckers-miranda-miller-gets-ridewrapped/
https://www.tetongravity.com/video/bike/miranda-millers-kona-is-just-as-fast-as-she-is
https://www.vitalmtb.com/community/RideWrap-HQ,52251/blog/02/26/2021/entry/3123
“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