Tour of California
Give it more
cow bell they said.
The Brief
As the title sponsor for the Rally Cycling Team we want to amp up our presence to tap into a broad demographic of active members. Develop an experience that travels easily from stage to stage and engages communities to live healthier with Rally. We need giveaways, signage, and print ads in the official Tour of California souvenir program.
Solution
We invited race fans to pedal their way to ‘spin art’ masterpieces. Set up prime viewing VIP areas at the finish line for local providers and health systems with food, beverages and swag. We gave away Rally branded cow bells which are a fan staple at cycling events. Designed a limited edition t-shirt to give away at each stop.
Results
Over 1.2 million impressions in the form of smiles and cheers all along the route from Sacramento to Morro Bay.
Role: Concept, experience storyline, giveaway messages, t-shirt design
Design partners: Justin Wambolt-Reynolds, Gordon Eckler, Jeremy Garcia
Solution
We invited race fans to pedal their way to ‘spin art’ masterpieces. Set up prime viewing VIP areas at the finish line for local providers and health systems with food, beverages and swag. We gave away Rally branded cow bells which are a fan staple at cycling events. Designed a limited edition t-shirt to give away at each stop.
Impact
Over 1.2 million impressions in the form of smiles and cheers all along the route from Sacramento to Morro Bay
Role
Concept, experience storyline, giveaway messages, t-shirt design
Design partners
Justin Wambolt-Reynolds, Gordon Eckler, Jeremy Garcia