Trek

A Marketing Story by 360 Public Relations about Trek Bicycle

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Trek Bicycle

Product Launch

Challenge

Trek’s new Bontrager WaveCel helmet is a game changer in bike safety, challenging 30 years of helmet technology that has remained largely unchanged. But industry standards can’t be changed overnight – or can they?

Solution

The objective was to generate awareness of WaveCel via widespread media coverage that reaches consumers and retailers. It was essential to establish credibility with health, science and cycling media, so we provided full access to a whitepaper and leveraged a powerful 5-star independent endorsement from Virginia Tech. To reach mainstream media, we distilled the research down to a comprehensible story and used video to help. For real-world impact, we enlisted former Trek Factory Racing pro Jens Voigt who had experienced a near-death cycling accident. At launch, we hosted a VIP event where 30+ media got to see the new technology and speak with its inventors. We sustained momentum by leveraging Bike to Work Week, Spring biking season and gift guides.

Press

Results

Placed media coverage in outlets ranging from WIRED, CNET, and Fast Company to Shape, Popular Mechanics, and Men’s Journal told Trek’s better helmet story to riders and retailers alike. With 7 in 10 articles driving to Trek’s website to learn more, website sessions more than doubled YOY. Trek sold out of all four WaveCel helmet models online and at retail with in weeks of the introduction.