It all started with writing, writing, and more writing. A strong and clear, yet lighthearted and playful campaign anthem became the rock-solid foundation upon which we built visual guides and creative direction for our photographer and videographer friends. It also became the anchoring concept from which we borrowed for all extension copy and design work.
We called in our longtime friends and creative hard-hitters Manny Marquez and Dave Smith to breathe a soul into the #Trailgate campaign. We took to the wide-open road, dirt trailheads, and go-to aprés spots to show the full line of racks in all their go-anywhere glory.
The epicenter of campaign deployment was the flashy landing page, boosted by the 24-hour homepage takeover of PinkBike.com. Anchored by the campaign overview video, the story played out on the landing page strategically, first introducing the campaign creative then rolling out the new products. For a full six weeks, the content emblazoned all of Yakima’s social media channels reminding people why togetherness is at the center of the love for riding and, just as important, selling the sh*t out of some racks.
We saw huge growth over a short time, and the users have stayed with the brand after the contest ended.