Scott Day In The Life Series

Concept

With all of Scott’s athletes having a focus of Crankworx, it was important to the brand that mountain bikers were aware of their riders’ presence.

I put forward the solution that we have a consistent series that focuses on a different rider in a different discipline at each stop. We would produce the content and publish it the Monday after the tour.

Execution

It was pretty tricky to put this plan together. A world tour with 3 stops on opposite sides of the world was hard to coordinate videographers and keep them to brief. The narrative is on the simpler side, but it was important to identify just what should be included.

By taking viewers on a time-lined journey, I felt that the retention would be improved as the audience is fully aware where they are in the story. Encouraging the riders to engage in activities outside of their normal routine was also key.

Brendan’s Day

Louis’ Day

Remy’s Day

Result

Brendan’s Story 6th most read on Pinkbike in 3 days
Views: 144,000
Pinkbike Views: 91,000
Average View Retention: 76%
Social Reach:2.1 Million+ Impressions

The brief goal of bringing attention to Scott athletes at Crankworx was achieved and the feedback from the audience was fantastic. An authentic series of content marketing that increased brand awareness while being accepted by a core demographic of mountain bikers.