Every day, countless tires zoom across America’s roads, gravel, dirt jumps, mud, and most other imaginable terrain as millions of cyclists pursue their passion—every one of them fueled by a unique reason to ride. So when USA Cycling asked us to promote their new Ride Membership, which offers services and perks helpful to anyone on two wheels, we couldn’t just tap into a single motivation to hop onto the bike, we had to tap into all of them.
In one piece.
In two weeks.
So what is it that keeps all those diverse cyclists moving forward, grinding out another mile and humming along to the rhythm of the road? We could tell you, but it’s easier and more fun to show you.
After five days, seven locations, fourteen weather patterns, an incredible production team, and one drone successfully landed on the edge of a cliff in 20 MPH winds, we cultivated a series of real stories that spoke to all levels of cyclists. And thanks to some very deliberate creative efficiency, we were able to turn that “one” piece of content into six additional vignettes detailing the personal motivations of each rider.
But with any campaign, there’s always room to get smarter, faster and more efficient, so we also included photography as part of our production to capture dozens of beautiful images of our riders, creating a complete and authentic library for the future of the USA Cycling brand.
This kind of conceptual coverage allowed potential members to associate themselves with any one (or more) of the people featured in the content, cultivating the idea that a Ride Membership means more than just sweet merchandise or 24/7 roadside assistance, it means support for a community of thousands all riding together. The invitation to “Ride with Us” directed cyclists to a landing page providing more information, culminating in a quick purchase path to the titular Ride Membership.
Most cyclists find it hard to explain exactly why they love cycling so much. Fortunately, the Ride with Us campaign articulates the emotion and passion behind the ultimate reason to join the USA Cycling community—no matter why you ride, you always ride better with a partner.
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