Gamifying winter cycling

Transcription

1 Gamifying winter cycling

2 Intro & History Alex Snyder Urban Studies Masters student at University of Wisconsin- Milwaukee Lead Volunteer of the Milwaukee Bicycle Collective

3 Intro & History Jason McDowell Creative Director for OnMilwaukee, an entertainment magazine for the city. President of the Milwaukee Bicycle Collective PHOTO: SVDODGE

4 Intro & History Milwaukee Bicycle Collective A non-profit bicycle resource center. Started in 2002 One of the oldest in the country Our mission is to get more people on bicycles

5 Intro & History Milwaukee Bicycle Collective Programs include: Earn a bike Youth Program Volunteer Training Recycle a Bicycle PHOTO: BIKECOLLECTIVE

6 Goals To promote winter cycling through gamification In this discussion: Where we started What is the Winter Bike Challenge? What problems does it solve? How does it help promote cycling? What we can do to make it better?

7 Event goals Simplify Offload the promotional workload Lengthen brand exposure and engagement Get people out on the bike PHOTO: REBELWIPES

8 The Milwaukee Winter Bike Challenge 1 season 5-months 25 mini-challenges Like a scavenger hunt It s not about mileage It s not about speed It s about getting out there and giving it a try. ILLUSTRATION: LITTLE TINY FISH

9 How it works Participants get laminated Challenge Board Take a selfie, post to social network, tag #mbcwbc 1 challenge a week. Participate for free or pay. Payment goes towards prize jacket competition.

10 X number of winners recieve exclusive mid-weight cycling jacket (where X = amount we can afford) Random drawing from all winners Completion without winning can still purchase jacket at regular price. #winning?

11 About the challenges Meetups Monthly Snow Cold weather Advocacy + PHOTO: JREGAN

12 About the challenges Group Solo Long Short Sponsored PHOTO: CAITLINDYAN

13 Challenge #1 Meetup: Great Lakes Distillery Get started Tuesday, Novemeber 3 6:30-9:00PM Free/$20

14 Challenge #2 It s officially winter Photo with a thermometer reading below 32 degrees fahrenheit. PHOTO: BRETT T. COALMER

15 Challenge #3 The road less traveled Photo of bike tracks on an unplowed street.

16 Challenge #4 Visit the Milwaukee Bicycle Collective Hours and location: PHOTO: CHARRISCRNA

17 Challenge #5 Cross this off your list Watch/ride a Cyclocross race. Check the schedule, the season ends in Jan. (Urban Jungle Cross counts!) PHOTO: MIKEFRANKCOOK

18 Challenge #6 Meetup: Santa Cycle Rampage Lakefront Brewery Saturday, December 5 11:00AM-4:00PM PHOTO: SVDODGE

19 Challenge #7 Sneck it down a notch An interesting sneckdown (curb extension caused by snowfall). Details: wikipedia.org/wiki/ Sneckdown

20 Challenge #8 Hate Street Photo with the street you hate most. Tell us why it s the worst. PHOTO: TAMMY_VANDENHEUVEL

21 Challenge #9 We re gonna need a bigger plow The tallest pile of snow you can find. We just wanna see big piles. PHOTO: JIMHARRISMKE

22 Challenge #10 Dec the Hols December only: Ride to a different neighborhood and find a row of 3 houses with holiday decorations. PHOTO: BICYCLESONICE

23 Challenge #11 Meetup: Mitchell Park Domes Winter Farmer s Market. Sunday, January 17 12:00PM PHOTO: BIKECOLLECTIVE

24 Challenge #12 Layer slayer All the layers you wear in the winter. Tell us why. Bicycle not required in this pic. PHOTO: AMY KAZILSKY

25 Challenge #13 5 is a crowd Ride with 4 other friends. At least one person must be of the opposite sex. PHOTO: JIMHARRISMKE

26 Challenge #14 Welcome to Camp Agnolo Go camping and take a photo of your setup.

27 Challenge #15 Coffee? Tea? Monster? Drink coffee, tea, hot chocolate, or whatever you prefer, but do it outside. PHOTO: THEMOBILEBIKEWERX

28 Challenge #16 Secret Meetup Meetup: Leap Year Monday, February 29 12:00PM (Location TBA: bikecollective.bike/ winterbikechallenge)

29 Challenge #17 Winter beard Photo of your beard/scarf/ balaclava covered in ice. PHOTO: JWMWI

30 Challenge #18 Keep looking at the skis Your favorite view of the skyline. PHOTO: JREGAN

31 Challenge #19 Cycle snow angel Make a snow angel and make it look like it s riding a bike. PHOTO: LITTLETINYFISH

32 Challenge #20 Velo-tine February only: Deliver a valentine to the person you love most (by bike, of course).

33 Challenge #21 Meetup: Lakeshore State Park Saturday, March 26 12PM PHOTO: CHRIS HART

34 Challenge #22 St. Pedal-trick s day March only: Photo with a leprechaun

35 Challenge #23 Advocato Write a phyiscal letter to your representative asking for better bike infrastructure. Ride to the post office to mail it.

36 Challenge #24 Resist rust Cleaning those hard to reach places on your bike. Include the sponsor hashtag #rebelwipes PHOTO: COASTINBIKES

37 Challenge #25 Snap into a safety band Dan E. Goldberg safety band w/ helmet. Get from 725 N. Water St., Ste (9A-5P, M-F). Include: #wibikelaw PHOTO: CAITLINDYAN

38 Accessibility Can skip up to 5 challenges Gender inclusive Does not require any money to participate Kid-friendly Engaged BGDB and RGBMKE PHOTO: LKMOY

39 Winter Bike Zine Online FAQ newsletter com Support

40 Demographics Party riders at the kickoff 27 women 39 men Serious cyclists engaged the challenges PHOTO: LITTLETINYFISH

41 How is this supported? Competing participants contributed $20/ea, totalling over $ major sponsors contributed $500 -WiBikeLaw.com -Great Lakes Distillery joined after opening night -Rebel Converting doubled their contribution Bike Collective donated $500 Record fundraising ($3060)

42 Sponsor benefits 5-months of shared brand engagement Includes inherent social shares Logo placement on the jacket Logo placement on the challenge board + PHOTO: REBELWIPES

43 Their own sponsored challenge Extra swag to giveaway if they want (magnets, goody bags, product placement, etc.) Sponsor survey Sponsor benefits

44 Lessons & Improvements Get address and use them Push updates on the web Create Facebook events Schedule content Start planning earlier Less expensive prize = more winners June Court sponsors July Design elements and concieve challenges August Secure sponsors and venue September Proofread materials and think about pitfalls October Print materials

45 Success? Simplify Don t have to beg dozens of sponsors (only a few) No organizing speakers No building Ferris Wheels Offload promotional work/increase brand engagement Particpants post one picture a week for 5 months, engaging friends with our brand Sponsors provided peripheral materials (venue, bags, magnets) +

46 Get people out on the bike All photos publicly viewable Instagram and Twitter pretty straightforward Facebook curated Success?

47 Credits Alex Snyder Jason McDowell Milwaukee Bicycle Collective