Objectives and strategy
Our target audience, leaders of mobile and e-commerce companies, are a sought-after crowd, tribal and averse to traditional advertising.
To reach them, we knew we had to find a way to play a part in their everyday lives. We needed to show Braintree's benefits – not just tell them. So we created an engaging brand experience that improved the lives of these hardworking, mobile-savvy, on-the-go entrepreneurs, we crated Tour de Tech, real bike race on a virtual route.
The measure of success was awareness in the London tech community, engagement with the Braintree brand, and something fiendishly difficult: getting mobile payments on the road map of high growth startups in order to build our sales pipeline
Execution and media
What began as a simple branded bicycle turned into a six-month long competition. Buzzbike provided the bikes and the framework for the app. We built the 360-experience and race structure around it all.