GT Bicycles
For GT Bicycles, we wanted to make a winner's trophy that was something more than a hunk of metal sitting in a trophy case. Something that the rider could take out in the world to taunt his friends and, most importantly, to get the industry buzzing. Introducing the Golden Bike. It's light. It's fast. It has the best frame and components - and it's completely gold.
GT Golden Bicycle Case Study
Merch fitting for a temporary winner
The winner of the GT Golden Bike was celebrated, temporarily of course. They got some pretty sweet merch in addition to the Golden Bike but of course not with a twist. Leaning into the competitive spirit, we gave them bright golden jerseys with a target on their bike, inviting other racers to try take The Golden Bike from them.
Personal GT Golden Bike cheerleaders…sorta
GT Golden Bike winners also got their own cheerleaders. They cheered them at races. They created custom cheers for winners. But as soon as there was another winner, well, they had a new star to follow.
