This cycling campaign gives cyclists access to high quality bicycles for free if they can monitor their behavior for marketing purposes. Based in London, Buzzbike is a sponsorship scheme with an integrated approach to municipal services.
The brand-powered initiative gives London bike riders 24/7 access to single speed bikes. The cycling campaign is kicking off with the Tour de Tech event -- a race within the local startup community where 50 new businesses are competing for prizes including a cappuccino machine and free advertising.
An accompanying app tracks the cyclists' behavior. Buzzbike Head of Urban Partnerships Christopher Nicola explains "the Buzzbike scheme enables us to gain insight into cyclists’ behavioural patterns, which will provide brand partners with valuable consumer data." The collected data can be used for extremely targeted campaigns.
Key Themes Behind This Trend
- Brand-powered Initiatives
- The sponsorship scheme with an integrated approach to municipal services presents an opportunity for brands to gain valuable consumer data.
- Data-driven Marketing
- The accompanying app that tracks cyclists' behavior allows for targeted campaigns based on valuable consumer data.
- Community Engagement
- The Tour de Tech event and free access to high quality bicycles encourage community participation and brand engagement.
Where This Applies
- Marketing and Advertising
- The sponsorship scheme presents an opportunity for marketers to utilize consumer data for targeted campaigns.
- Technology
- The app tracking cyclists' behavior and the integration of technology in the cycling campaign offer opportunities for technological innovation.
- Urban Mobility
- The brand-powered initiative and access to free bicycles contribute to the development of sustainable urban mobility solutions.
