Grip it...grip it good!


How do you sell a product we take for granted and view in terms of necessity as opposed to quality? You make it extremely fun and engaging for consumers to interact with. Continental Tyres leveraged their partnership with the Prudential RideLondon race to educate a targeted audience on the power of their ultimate grip functionality. This crowd, which included nearly 20k, are already passionate in the bike sporting world. That passion was kicked up a notch through interactive photos, virtual reality, unique bikes with sneakers as the wheel (yes, literally a bike wheel made up of sneakers fitted with Continental's grips) and even BMX-style shows.

For a product that is difficult to explain its benefits in mere words, this proved a successful way to keep quality top of mind.

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