GLENDALE, CA: PowerBar has kicked off an initiative to engage cyclists and highlight the brand’s global sponsorship of the Tour de France and its partnership with the BMC Racing Team.
The Don’t Let You Stop You campaign, which will run through the end of July, aligns with PowerBar’s brand message of "You're stronger than you think," explained Marsha Anderson, senior brand manager of athlete engagement for the Nestle Nutrition line.
Created by PowerBar AOR Imre, the digital-focused effort was developed to "resonate with the cycling community" in a compelling and fun way, said Ryan Jordan, creative director of emerging media at the firm.
"It’s a unique community and maybe a little different than other endurance athletes because [cyclists] really embrace pain and suffering like it’s a badge of honor, and that was something we really wanted to hone in on with this campaign," added Jordan, who is a cyclist himself.
Imre was awarded the PowerBar business last November, following an RFP involving three agencies. Anderson said the brand selected Imre based on its Don’t Let You Stop You idea, which included creative, digital, and traditional media elements. Going forward, the agency will act like a full-service AOR for PowerBar, she added.
The campaign invites consumers to visit PowerBar’s social channels and microsite for the chance to win prizes, such as a racing road bike or GPS watch, and to view campaign videos. One video series features PowerBar’s Team Elite athletes sharing personal moments of when they fought against their own bodies, and another showcases a fake lawyer who tells athletes how he can "fight for you against yourself," explained Jordan.
Anderson said the brand and Imre will follow "digitally engaged cyclists" on their social channels to see hashtags and posts and reach out to them. Members of PowerBar Team Elite, the brand’s grassroots athletic ambassador program, which includes members of the BMC Racing Team, will also use their own social platforms to promote the campaign.
During the Tour De France, PowerBar will post news and updates about the competition on its Twitter page, added Anderson. The PowerBar USA Twitter handle has more than 14,000 followers. The Tour de France is scheduled to begin in July.
While most engagement elements for the initiative are digital, Anderson said the brand will reach out to some traditional media, such as cycling magazine Velo.