MONEY SHOT

Everyone wants to share the things they love to their friends and family. For mountain bikers on Facebook, that means having an incredible action photo to show off their steez and get some kudos. So RockShox created the Money Shot, a free magazine-worthy pic taken by the world’s top mountain bike photographer, Sterling Lorence.

SCOPE
Campaign Creation, Event Promotional Materials, Campaign Design, Custom Typography, Social Media Engagement

 
 

 
 

GET A SHOT AS SICK AS YOUR RIDING

Using nothing but Facebook and industry PR, we kicked off the program at the mecca of mountain biking, Whistler Bike Park. Riders packed the lifts and lined up in droves to get a once-in-a-lifetime free shot from Sterl.

Posters and lift line flyers around the resort exhorted riders to make the most of the opportunity, and they rose to the occasion. As Sterl spent each day shooting riders of all abilities, a team of retouchers gave every photo a pro finish, and had them uploaded each night.

TAG IT

To claim their photo, riders simply went to the RockShox Facebook page, located the Money Shot album for the trail they rode that day, and tagged their photo. Once tagged, photos would appear instantly on the rider’s newsfeed, generating heavy commenting and sharing from friends.


BY THE NUMBERS

Over 1,000 free Money Shots were taken, tagged, commented on and shared around the world. This lead to over 7.5 million media impressions, and a 34% increase in fans on the RockShox Facebook page. All with zero paid media. Money Shot went on to be featured in major biking magazines, both on the shelves and online. But more importantly, it earned RockShox serious credibility with real riders, by making them the stars of the campaign.