For Specialized, we created a simple, fun site to showcase our quirky films that featured new Specialized bicycles. Users could learn more about the bikes used in each movie, download or watch the movies on the big screen, and even interact with the other patrons of the “Ride In Theater”. To gain more attention within a limited budget, we seeded the films (minus any real branding) on video sites across the web. With over a million views of these seeded videos in the first few months of the campaign, the site received a lot of attention, and press.
My favorite film was “Happy Entrails”, a quirky little ditty about our Stumpjumper hero going on his perpetual merry way as his misadventure continues.