Schwinn: Bell Choir Case Study
schwinn , bike , holiday , social media , facebook , webby , recreation , dorel , interactive , work
tag tags view
direct link

Schwinn: Bell Choir Case Study

Schwinn Schwinn Bell Choir

< Previous / Next >

Visit the site: archive.collemcvoy.com/schwinnbellchoir »

Solution

At the core of Schwinn’s DNA is joy, so instead of sending yet another sales message into the seasonal clutter, we created a new twist on an old holiday favorite. We assembled a team of Schwinn-riding carolers who played beloved holiday songs using custom-made, specially tuned Schwinn bike bells. We also built a site where people could exchange e-carols of the Bell Choir performing the songs. To extend the spirit of giving, Schwinn donated bikes and helmets to kids in need for each carol that was shared. The Schwinn Bell Choir has been recognized by the Webby Awards, AIGA and the FWA for its rich Web experience.

Challenge

At SchwinnBellChoir.com, visitors were not only be able to listen to the Schwinn Bell Choir perform classic carols, they also had the opportunity to spread the joy by sharing e-carols with friends and family. Each song shared helped donate a Schwinn bike to a child in need during the holiday season.