I was hired by Portland-based agency, Elevator, as a freelance strategist/designer to work collaboratively with one other student on a five-month campaign for Falling Sky Brewery in Eugene, OR. Falling Sky purchased six cruiser bicycles for customers to ride between their brewery and new deli location. Our challenge was to bring awareness to the bicycles in an engaging and organic way.
One idea that stuck with my co-strategist and I was creating satirical athletic event. We crafted "The World's Shortest Bike Race" to create intrigue and conversation around the new cruiser bicycles, without having to market the bicycles themselves. Satire and humor resonate well with a college audience, and conversation spread through both our marketing efforts and by word of mouth on campus. The event doubled as an opportunity to increase brand loyalty within our target audience by throwing a fun, all-ages event.
As a strategist, I was responsible for researching our target demographic, and coming up with an event that resonated with our brand and audience. In copywriting and design work, I used my experience with brand strategy to retain Falling Sky’s voice and style. I was responsible for the headline, “13.1 Feet of Hell,” which was then translated into various forms, including posters, digital media, and t-shirts. In the weeks leading up to the race, Ben and I were responsible for managing Falling Sky's Facebook page, creating momentum through a new Twitter handle, and crafting various attention-grabbing strategies in Eugene.
The event was a huge success. The World's Shortest Bike Race drew over 100 racers, and garnered the attention of ABC's news affiliate in Eugene, KEZI. Falling Sky's owner Rob Cohen has agreed to begin planning next year's race with us.
One week after this campaign, Falling Sky was named "Best Oregon Brewpub" by beer enthusiast website, The New School. The New School specifically cited the new bike share program as one reason for Falling Sky's well-earned title.
We both very proud of this piece.
Copywriting & Strategy: Ben Kraft
Media Design, Copywriting & Strategy: Natalie Williamson
