• by Larissa Faw , July 20, 2015

Seattle-based agency DNA is teaming with Northwest Bike MS (Multiple Sclerosis) Deception Pass Classic to develop a multi-faceted advertising campaign for the event.   

DNA's work includes out-of-home advertising, a partnership with Entercom radio network and content that is shared across direct, digital and social channels. 

“There are a lot of bike rides and events in the market that are raising funds for many causes,” says Alan Brown, CEO of DNA. “Bike MS has a challenging and beautiful course and a full complement of celebratory libations at the end of a hard riding day. By highlighting the social aspect of the experience, we can set it apart from other rides and help raise awareness and funds for a terrific cause.” 

The initiative's cornerstone is a multi-pronged social media component that uses Facebook posts to appeal to both new riders and returning cyclists. To that end, posts from past participants feature personal stories of MS-Champions -- those riders with MS -- to engage with fellow alumni and prod them to sign up for this year’s ride. Unregistered riders are also targeted with updates on corporate teams that have been formed or are just forming.   

For registered riders, the initiative sends messages that riders can share across different social channels to share with friends and family as a way to stimulate more social conversations and engagement. 

Out-of-home ads are designed to drive registration and spur participation by teams as well as individuals with headlines that proclaim “Ride with the Pack. Party with the Band,” and “Rivalry by Day. Revelry By Night.” 

DNA also created beer coasters that were distributed to bars throughout Seattle. The beer coasters carried the party theme of the race with such phrases as: “Ride through the valley. Rest in the Beer Garden.” And, “Pedal Hard. Party Harder.” 

"Our biggest challenge was differentiating and breaking through," says Brown. "Others approach it from the charity angle - promoting the beneficiary organization - and by appealing to individual riders. Our approach was to attract teams, mostly teams of workmates in companies and to leverage the experience - from the route to the celebration.”