We wanted awareness within the London techcommunity, engagement with the Braintree brand, and getting mobile payments on the roadmap of high growth start-ups to build our sales pipeline.
We wanted to be top of mind in London’s tech sense, engaging with start-ups, and getting mobile payments on their growth roadmap.
We knew we had to create an engaging brand experience that improved the lives of these hardworking, mobile-savvy, on-the-go entrepreneurs.
But getting the attention of hot start-ups is no simple feat. Everyone wants of piece of them. Instead of traditional B2B marketing methods like cold calls or boring sales pitches, we created an experience that fits seamlessly into their lifestyle.
Partnering with urban cycling program Buzzbike, we created The Tour de Tech, the first-ever virtual bike race using real bikes. 50 of London’s most innovative companies were given Braintree branded bikes that connected to the custom-built Tour de Tech app via Bluetooth.
A six-month bike race, the Tour de Tech took riders on a virtual route around the UK, without ever having to leave London. The race was divided into six month-long stages, each representing a leg between two cities in the UK. Companies cycled as teams, and the first to collectively bike the miles of a leg won that stage, and a prize, such as in-house massages, for their office.
With three stage parties to network, share the Braintree story, and award prizes we helped fuel the community and the competition. The overall winning company won a multichannel ad campaign worth £50k to help their business grow.
What began as a simple branded bicycle turned into a six-month long competition. Buzzbike provided the bikes and the framework for the app. We built the 360-experience and race structure around it all.
200 riders raced from October 2016 to April 2017, using the Tour de Tech app to track their progress. Riders could watch the leaderboard move in real time, motivating the competition. For teams that trailed, we incentivized them to keep riding with individual performance badges and prizes to go along with them.
App data tracked the routes our riders took in the city, allowing us to position outdoor posters where they would be seen, cheering them on. And the bikes themselves served as outdoor billboards, showcasing the Braintree logo around London.
Parties were hosted at the race launch, midpoint, and final stage to raise the excitement and create relationships between team’s and Braintree. (150)