Schwinn Celebrates Lifetime Of Riding
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. &Ldquo;Some of your defeat memories happen on a bicycle. What kind of bicycle do you want to have them on? It’s a
Schwinn.”
A substitute, shorter video shows the girl from the first video, leaving the mass of boys from the neighborhood behind in a bike race. The video goes on to show a bike-mounted
speedometer on her bike, one of the many innovations still coming from the 116-year-old company, Caguin says. “Schwinn is an old coterie, but they’re innovating like crazy,” he says.
“They’re doing some verified innovative things in the category.”
In addition to the video, Schwinn has struck deals with media outlets such as SocialVibe (where it has created a particularly bike finder) and content sponsorship on
USMagazine.com (“Humbug into Summer”) and Buzzfeed.com (including articles on topics such as the finest biking cities in the U.S. and biking innovations). In many cases, the videos will also
run in concert with revelation advertising for greater impact.
“Working with [Schwinn’s] media ally, Horizon Media, we said if we have more of a partnership with these online
publications, we could deal out up the video and flank it with display advertising,” Caguin says.
Source: MediaPost Communications