Trek Document Series Goes Behind the Scenes With Armstrong, Tour de France
Milwaukee – July 28, 2009 – Hanson Dodge Creative (HDC) and partner About Face Media have combined high production values with social media muscle to create Trek’s online video documentary series, Document.
Created for Trek Bicycle Corporation, the first episodes were produced in early 2009 and over the course of the year viewers followed an unscripted ride through everything Trek, from the manufacturing process to insider looks at its Team Astana.
Highlights include a webisode that follows Lance Armstrong, Alberto Contador and other Team Astana racers from Trek’s design and testing centers all the way through the Tour de France and into whatever the future brings.
“Messaging to Trek consumers must be transparent, authentic and relevant. This format — letting the audience see the real, behind the scenes stories —does just that,” said Scott Schwebel, HDC creative director. “As marketers, we continue to look beyond the traditional consumer relationships and find new ways to reach out to every social influencer.”
The common thread of the series is the true Trek Unscripted Story, told from the cobblestones of Europe to the industrial design headquarters in Waterloo, Wisconsin. The stories provide unprecedented access to one of the world’s top bicycle brands by way of content that was formerly unavailable.
The Trek Document Series uses the real life drama of the Tour de France as the focal point of the story. Publishing in a rapid format, the series delivers compelling Trek marketing messages, while increasing traffic and return visits to the Trek Web site. “By showcasing the extraordinary talent of the Trek racing teams, we can explain why Trek makes the world’s best bikes, and highlight the fact that the world’s greatest cyclists choose to identify with the Trek brand,” said Schwebel.
Working with tight production schedules, the webisodes are shot with a minimal crew, usually just consisting of a cinematographer and a director. Each day, two to three hours of footage are edited down to a fast-moving, two-minute mini-documentary and then posted on trekbikes.com, YouTube and other social/niche marketing sites.
About Hanson Dodge Creative
Hanson Dodge Creative is America’s leading active lifestyle agency. The full service firm is positioned to help global brands gain a competitive channel advantage in the digital economy. In addition to Trek Bicycle Corporation, clients include Thule, Wilson Sporting Goods, Burton Snowboards, Horizon Fitness, Wolverine Shoes and Boots, and the Wisconsin Department of Tourism.
About About Face Media
About Face Media Inc. is a new media marketing company specializing in the development of video content utilizing a story-based, documentary film approach – new media marketing that is less about technology and more ”about face.” The company was founded in 2007 to address the growing need to market to consumers whose focus and interest has shifted away from traditional media (TV, radio, print) towards new media channels (Internet, email, mobile, etc.).
About Trek Bicycle Corporation
Headquartered in Waterloo, Wisconsin, Trek Bicycle Corporation is a global leader in bicycle design and manufacturing. From the original hand-built steel touring frames introduced in 1976 to the revolutionary OCLV Carbon first introduced in 1992, Trek’s passion for innovation, quality, and performance leads the industry with next-generation thinking and cutting-edge technology. With countless professional wins, Trek enjoys a rich tradition of victory in the world’s premier cycling events. Today, with a broad range of bicycles and cycling products under the Trek, Gary Fisher, and Bontrager brand names, Trek continues to pursue new ways to bring the joy of cycling to all people.
Contact: Michael De Boer