Fortified Bicycle Alliance is a startup based in Boston. During my internship at Mullen Lowe, they asked us to create a killer (predominantly social) campaign to help launch the Kickstarter for their newest product, an indestructible bike.
If you love your bike, you actually use it. Which means that it's gonna take some hits and scrapes. But, bikes want to be used, rather than be abandoned. Bikes crave tough love, and the Fortified Bike is built to withstand the toughest of loves.
s/o to Hannah Rand for the AD!
What better way to establish this new brand perspective and to build hype for the bike before the Kickstarter, then to release the manifesto line-by-line? These take place the week prior to the Kickstarter launch.
These social posts happen the during the Kickstarter campaign. To keep the content fresh, there "buckets" of posts for the brand to pull from.
Heavily rooted in the Tough Love concept, these posts talk more about the reasons to believe.
We're over you.
Can't go wrong with an inspirational quote, amirite?