Solution

With spring approaching, we set our sights on National Bike Month in May. After all, if one brand could rightfully own the month, it’s Schwinn. We then created a campaign to celebrate 31 days of bicycling goodness. Bike It Forward let users spread the joy of May Bike Month by choosing a friend on Facebook to win a new Schwinn. To demonstrate the lineup, users could choose from all categories, including Urban, Hybrid, Road, Mountain, Cruiser and Kids. And to reward their kindness, if a friend won, they won a new bike, too. Banners, Facebook ads, a satellite media tour and social media mentions from the likes of Summer Sanders and Pee-wee Herman helped drive traffic to the experience. By the end of May, we had increased web traffic by 40% compared to May of the previous year, our Facebook fanbase grew by more than 3,000% and the campaign generated more than 500 million impressions. A joyous May Bike Month, indeed.