Fortheride.com – a digital always-on magazine that inspires riders whatever their choice of motorcycle. This responsive design publication gives riders across the globe a chance to experience the thrill of the ride, the opportunity to be part of a vibrant biking community and the joy of fuelling their imagination before their next ride.
Finding connections between broad interests and the motorcycle world adds value to the relationship with existing audiences and captures the attention of non-Triumph riders. The culture plays a huge part in this lifestyle and spans a host of general interests from art to sports, music to clothing etc. So we tap into these areas to create a campaign the audience can both identify with and aspire to.
To create a community, the stories within it need to take centre stage. Of the 125 stories published on the blog so far, 55% have been inspired by our readers' adventures. And our content team live the biking experience themselves. Being a part of it is key to knowing the influencers, the trends and the sheer exhilaration of being out on the open road on a motorcycle.
The Distinguished Gentlemans' Ride (DGR) is a global motorcycle riding event that raises awareness for Prostate Cancer UK. Participants sport only their most dapper of outfits and stylishness is the order of the day. In addition to attending the event, conducting interviews with participants and shooting video assets, we brought the charity's story closer to home.
We also shot an interview with a prostate cancer survivor about his fight and subsequent involvement with the DGR. Triumph was so impressed by his brave story and his love of their motorcycles that they presented him with the bike he had always dreamed of owning. Watch it here.
After uploading the video to the blog, the DGR website picked up our link and embedded it in their site generating thousands more page views.
Being in the moment is key. Very few people get to attend an exclusive motorcycle launch such as the Triumph Bonneville Reborn. But being able to watch the event live – exclusive footage of the unveiling, the celebrity guests, experiencing the DJ set – is an incredible chance to be a part of it. For this event we sent a team to film a live stream from the party as well as posting constant updates across social channels.
Using a skilled combination of social channels and contacts in the riding community, we generated 5,092 page views with an average dwell time of 4.5 minutes during the event. With an additional 4,996 page visits since the event took place, Triumph hailed the night a major success for those who were there and those who joined in the excitement remotely.