2019 Atla nta Bike Cha lle ng e : Bike to b e r
People I Partnerships I Planning Ma ke it fun, a ppe a ling , a nd e ng a g ing So urc e Prize s De ve lo p Me ssa g e E ng a g e Pe o ple Re c ruit Pa rtne rs • Co o rdina te Pa id So c ia l • T a rg e te d E ma ils • I n-App Anno unc e me nts • Pro mo Pa c k (we b a nd in-pe rso n)
More than Prizes E dison E le c tr ic Bike Co. • Bike 1: E a rly Bird Re g istra tio n • Bike 2: Ove ra ll Cha lle ng e Azte c Cyc le s • Bike 3: K HS F lite 280 fo r Ove ra ll Why E dison and Azte c ? • L o c a l Busine sse s • Co mmute r- AND • Co mmunity-c e ntric
Ad Targeting/Retargeting Biketober Sign Up Experience with Ad Objective : Website Traffic: Landing Page Ad Objective : Website Traffic: Landing Page Facebook Ad Pixel Views Views Messaging: Sign up for Biketober and enter for a Messaging: Remind registrants to log their Users sign up for Biketober and opt in chance to win a bike Biketober miles to enter the bike giveaway Ad Unit : Carousel Ad with Ad Unit : Carousel Ad with CTA to visit GCO website CTA to visit GCO website Audience : GCO Custom Target & Audience : Saved audience from Biketober Love to Ride saved audience registration page Timing : September 1-September 30 Timing : October 1-October 31 User abandons sign up Ad Objective : Website Traffic: Landing Page Views Messaging: Complete your Biketober registration Ad Unit : Carousel Ad with CTA to visit GCO website Audience : Saved audience of users who abandoned Biketober registration Timing : September 8-September 30
Facebook Ad 1 – Registration Ad Copy #Biketober is back! Atlanta’s favorite challenge returns in October with prizes, events and friendly competition. Register today for a chance to win a free bike from Edison Bicycles. Link: https://www.lovetoride.net/atlanta Link description: Ready to Ride? Pending creative Pending creative Pending creative Pending creative from LTR from LTR from LTR from LTR *Select “Sign-up” action button Campaign Objective • Website Traffic: Landing Page Views Flight • 9/3-9/22
Whitelisted Posts Partner Posts: from Atlanta Bike Coalition and Atlanta Streets Alive Ad Copy #Biketober is Back and we’ve partnered with @Georgia Commute Options for Atlanta’s favorite challenge. Start a team and get ready to participate in this friendly competition throughout October. Register today for a chance to win a free bike from Edison Bicycles. Link : AtlBikechallenge.com
Paid Social Overview Results: • Reach - 680,000 • Impressions – 1.9M • Clicks – 17,149
Pre Registration Results- on Bike Challenge Site • Users – 10,008 – Up 122% from 2018 Sessions – 15,602 – Up 130% • Pageviews – 54,632 – Up 118% • Look-Alike Audience
Registration 90% inc r e ase in r e gistr ation sinc e Se pte mbe r 24 with notable inc r e ase s ar ound the me tr o r e gion October 10 th September 24 th 4,066 2,136 Registrants
Organic Social Engagement
Engaging Content
Participation and Encouragement E ve nt Pa g e (E xte rna l) 5 Bike Cla sse s • 7 Bike -F rie ndly E ve nts • 4 So c ia l Ride s • WHE E L S UP BIKE RIDE WIT H MAYOR E AST E RL ING GCO Outr e ac h E ve nts (Inte r nal) • 23 T a b ling E ve nts • 7 Co mpa ny Be ne fit a nd We llne ss F a irs Biketober 2019 Event Page PE DAL NORCROSS WIT H MAYOR NE WT ON
Partner Events and Engagement
2018 Re sults 2019 Goals • • 253 o rg a niza tio ns 300 o rg a niza tio ns • • 2,493 re g istra nts 2,700 re g istra nts • • 1,909 pa rtic ipa nts 2,000 pa rtic ipa nts • • 325 ne w ride rs 360 ne w ride rs 10 th 2019 as o f Oc to be r • 260,573 mile s lo g g e d • 328 o rg a niza tio ns • 54% o f ne w ride rs riding mo re o fte n! • 4,066 re g istra nts • 45% b iking to wo rk • 2,245 pa rtic ipa nts mo re o fte n! • 315 ne w ride rs T IME L INE MAs: Aug ust 26 Outre a c h a nd Ma rke ting L a unc h: Se pte mb e r 1 – 30 Cha lle ng e : Oc to b e r 1 – 31 • K ic ko ff with GCO a nd T • De c e mb e r 1: Ana lysis a nd E va lua tio n: Ba se line a nd 4-We e k Po st-Surve y
Success stories
Key Takeaways • Mar athon vs. Spr int • L e ve r age Par tne r ships • Valuable Pr ize s • T ar ge te d Pr omotions
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