consumer engagement program

CONSUMER ENGAGEMENT PROGRAM
GEICO Motorcycle Hot Bike Tour 2016 / September 7-11, 2016 / Smoky Mountain Area
THE WORLD’S ONLY ROLLING MOTORCYCLE RALLY
Massive exposure in social, web and print mediums lead to an event of nightly bike shows and
parties following daily rides with the world’s best motorcycle builders and with our audience of
avid motorcycle riders. The results?
• ONE BUY • MULTIPLE PLATFORMS • MILLIONS OF POTENTIAL CUSTOMERS
BONNIER MEDIA AUDIENCE
•
•
•
24 pages across Hot Bike, Baggers, Cycle World &
Motorcyclist (Over 7 million monthly audience)
4 page special Hot Bike Tour section in the May
issue of Hot Bike and Baggers (over 1.2 million
monthly audience)
Dedicated web page www.hotbikeweb.com/tour
and http://www.baggersmag.com/hot-bike-tour featuring complete event information, stories, video and more
SOCIAL AUDIENCE
•
•
Top topic for Facebook posts from Hot Bike (1.2M followers) Baggers (500K+ followers) and Street Chopper (698K+ followers)
Paid promotional Facebook campaign engaged
231K people within riding distance of 2015 Tour stops
LOCAL MEDIA
•
In 2015, over $100,000 in local media coverage
was generated via press conferences, radio, print,
broadcast and targeted social media efforts
2015 LIVE AUDIENCE
•
•
574 LongRiders (those signing up to ride all 5 days) +44%
8,629 Single-Day Riders +10%
28,000+ spectators visited one or more of our Tour stops +12%
EDIT INTEGRATION
•
The Tour is a core part of Hot Bike, Baggers and
Street Chopper brands. Coverage of the event,
riders and sponsors takes place before, during and
after each year’s event.
CONSUMER ENGAGEMENT PROGRAM
Adventure Rally Series 2016 / July 14-17 - Rockies / Sept. 22-25 - Sierra
A TARGETED AUDIENCE. A TUNABLE ADVENTURE.
Bonnier Motorcycle Group delivers the largest Adventure Motorcycle audience available today.
Combined, our brands reach an estimated 896,000 current ADV owners, and 330,000 currently
considering an ADV purchase. Adventure Rally Series involvement positions your brand across
multiple-media channels to an audience of millions as well as live opportunities to interact with
consumers and our editors.
BONNIER MEDIA AUDIENCE
•
•
•
Cycle World, Dirt Rider & Motorcyclist (over 3.9 million monthly audience)
4-page special Adventure Rally section in the June issues of Cycle World, Dirt Rider & Motorcyclist
(over 3.9 million monthly audience)
Dedicated web page http://www.cycleworld.com/
adventurerally featuring complete event information,
stories, videos and more
SOCIAL AUDIENCE
•
Participants post #advrally, #teamname, and
#bonusname from every bonus point they choose go to. This results in thousands of posts and a virtual
rally experience for all those following along
2015 LIVE AUDIENCE
•
Events are limited to no more than 150 riders per
location to insure a quality riding experience
EDIT INTEGRATION
•
The ADV Rally series is a key element to our relevant
Bonnier brands. Editors often use these events for
product testing of ADV focused features in video,
digital and print mediums. Additionally, sponsors
can use the events for deeper engagement for
elements such as press introductions, product
testing, focus groups and more.
CONSUMER ENGAGEMENT PROGRAM
The Cycle World Tour at the Quail Motorcycle Gathering 2016 / May 16, 2016
A WORLD STAGE WITH THE WORLD’S LARGEST MOTORCYCLE MEDIA BRAND
In seven years The Quail Motorcycle Gathering has become recognized the world over as the
premier concours d’elegance event for motorcycles. This annual gathering regularly features
many of the world’s rarest and most famous motorcycles. It attracts the most passionate of
enthusiasts, often capturing or setting trends for motorcycles and products to come.
BONNIER MEDIA AUDIENCE
•
•
Cycle World (over 3.9 million monthly audience)
Dedicated web page -------------------------------- www.cycleworld.com/cycleworldtour featuring
complete event information, stories, video and more
SOCIAL AUDIENCE
•
•
•
Promoted to Cycle World’s over 500K social audience
Covered and promoted by multiple Bonnier Brands
Cycle World promoted Instagram contest generates
consumer buzz and shares the ride with thousands
2015 LIVE AUDIENCE
•
•
•
395 Bike Entrants
153 CW Ride Participants
4600 Event attendance
EDIT INTEGRATION
•
Cycle World was a founding partner in the creation
of The Quail Motorcycle Gathering. We continue to
work to create relevant features at the event as well
as share the stories of the machines, people and
circumstances that help make motorcycling’s past
and are driving motorcycling’s future.