Shimano Drives Interaction Amongst Mountain Biker’s Using Engaging Social Hub

Jessica WilliamsLast Updated: Retail, Sports

To capitalize on its ever-growing Mountain biking community, Shimano has published a selection of activations to engage visitors, including Instagram photo contests, voting polls, caption contests and an adventure social wall featuring the very best content from cyclists.

MARKETING CAMPAIGN OBJECTIVES

  • Use the dedicated hashtag #ShimanoMTB to drive authentic UGC and build the social Shimano community
  • Capture valuable audience data and opt-ins for Shimano’s #RideShimano newsletter
  • Stimulate repeat online brand engagement
  • Provide an engaging website experience for visitors

SOCIAL HUB SOLUTION

From cycling across the Palm Springs mountains, to staying on track and racing amongst the blue skies of Vancouver, there’s been tons of adventure from the biking community and Shimano has been sure to capture all the action in its engaging social hub.

Throughout the hub, the dedicated hashtag #ShimanoMTB is used to capture all the best conversation and cycling buzz. Participants can get involved in the photo contest through Instagram to show off their recent biking adventures in return for the chance to win a range of exciting summer prizes. Using Wayin, Shimano can then filter through the best entries using #ShimanoMTB, and can publish the UGC directly to the social hub ready for visitors to share.

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To drive further website interaction, Shimano has embedded a voting poll within the hub, where participants can choose their favorite customer adventure photo. To capture valuable audience data that can later be reused, upon submitting their vote, participants are required to complete their personal details and can opt-in to receive #RideShimano newsletters. Website visitors can also check out the #ShimanoMTB playlist, and can get creative with the caption contest. What’s more, to drive online sales through the Shimano store, various call-to-actions on the hub direct website visitors to recommended products ready to purchase.

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