India Bike Week
Building the biggest online community for bikers in India
Building the biggest online community for bikers in India.
India Bike Week, through its years, has become the mecca of motorcycling and has in its journey created a community of bikers that find friends, family, knowledge and adventure on the platform of IBW. Through the digital medium IBW has been powering the community of motorheads, celebrating the passion for bikes and riding.
Captivating interest on digital platforms was the driving premise behind this campaign. Teaser videos featuring F1-driver Narain Karthikeyan that suggested a ‘top-secret’ arrival, were designed and broadcasted both digitally and on screens across malls. A specific launch time of 20:02 was set to generate viral interest in the live webcast of the launch.
Connecting bikers, biker clubs, and the country’s biggest bike builders and brands; giving them a chance to interact, share biking experiences, tips and tricks and also get notified on the thrill in and around. It allows even the farthest living biker to feel a personal connect with the festival.
Extending their influence offline as well, the digital community took on the mantle of increasing the reach by being a part of the festival as visitors, ambassadors and content creators during various stages of the event. The opinion leaders provided an extra impetus to the campaign by populating the social feeds with interesting content on various platforms such as Facebook live, Instagram stories & posts, live tweets, blogs and vlogs; thus ensuring that #IndiaBikeWeek’s online content and digital community are an extension of the live-wire on-ground event.