HDC knew we had the access to the internationally loved Team Astana led by Lance Armstrong and that year's eventual winner Alberto Contador. Using a Brand Champions approach, we wanted to promote a sale and contest that was loosely being called "Wow" as fun and as interesting as it potentially could be.
HDC turned "Wow" into WOW, the nationwide sales promotion designed to capture the Tour de France audience by using top athletes from Trek's legendary Team Astana (Contador, Levi Leipheimer, Chris Horner and others), to emotionally engage fans. HDC developed intriguing online and global TV teaser ads, extensive point-of-sale promotions, sweepstakes and highly targeted emails allowing athletes to directly connect with consumers—increasing awareness and ultimately selling lots bikes and gear.
It worked. The WOW promotion brought in:
- Over $5 million in sales
- 21,600 new contacts
- 61% open rate
- 59% click-through rate