SBT GRVL — sOCIAL
challenge:
SBT GRVL is a world class gravel race in Steamboat Springs, CO. They sell out every year, and the entrance lottery is the Wild West of biking.
This time they passed their last few golden tickets to fundraise for PeopleForBikes, the non-profit behind over 300 bike member companies. The directive from the marketing director at PeopleForBikes was to use this intense demand to skyrocket our social channels.
Concept:
#IWANTMYSBT
Scarcity mentality is not how I like to engage an audience...but this was the perfect storm. Knowing the race sells out within days, I took the concept as far as it would go. I built a bike rodeo apocalypse where stakes are high, and resources are scarce.
I partnered closely with our marketing director and lead designer to set the creative direction. SBT riders are dusty, hungry, driven. I leaned on inspiration from the event photos, then crafted a rich narrative that drove to social follow CTAs.
“The year is 2021. For months, you waited, you prepared, you planned.
And SBT GRVL sold out anyways.🚨
You thought all hope was lost. That you’d have to wait another year for insatiable memories, and sweet victory.
But the dust settled. And over the horizon four more tickets appeared.
The drop starts 4/6, exclusively on Instagram. Follow to snag the tickets.🔥
#IWANTMYSBT”
SOCIAL STRATEGY:
In addition to concepting and writing the script, I also led the social drop strategy.
To maximize our goal of growing IG followers, all calls-to-action pointed directly to Instagram. FOMO set in as we released each ticket separately on a 24hr countdown, exclusively on Instagram. This campaign’s success leaned on a distinct, conceptual story.
deliverables:
Creative Direction
Social Ads
Social Feed + Stories
30-sec Spot
RESULT:
Grew IG Followers by 139% in 3 weeks.
Sold every $1000 race ticket in 4 minutes avg.
The campaign was featured in Velo News.
That moment when you’re almost, almost to the beer.