The Bikers’ Pledge
To cross-sell between the 3 major summer events at Donington Park, namely the Moto GP, World Superbikes and British Superbikes. Customer research and analysis revealed that there was very little overlap between the audiences attending the three events.
True bikers take their hobby and obsession with bikes into their everyday lives.
We challenged their biker credentials with the launch of the ‘True Biker Summer Pass’, a single lanyard ticket giving access to all three events, and suggested that bikers should ask their partners for one as a gift for Christmas. In return we suggested that our true bikers should pledge to change their ways in one of a number of ways, such as promising to listen to their partner even when a bike goes past.*
(*except maybe if it’s a Ducati).
The target audience were reached via leafleting and loose inserts at a national bike show in Birmingham, as well as on and off-line advertising in biker publications and web portals.
Information about the True Biker Summer pass was also seeded through social media sites, and blog posts invited bikers to submit examples of their own obsessive biker behaviour and remedial pledges. We also designed and built a simple micro-site and user interface to channel respondents through to the ticketing section of the Donington Park web site.
The activity generated a 20:1 return on investment over a 4 week pre-Christmas period with 2,300 incremental sales.