DNA Promotes the Challenge - and the fun - for Bike MS
Seattle, WA, July, 2015 – It’s not every bike race that pits corporate teams against one another, only to promote socializing and comradery at the end of the ride. The combination of competition and fun – and the MS cause – are part of what sets the Bike MS: Deception Pass Classic on September 12 and 13th apart from other charitable bike rides in the Northwest and what agency DNA saw as a way to attract new and former riders to the annual event.
With headlines that proclaim “Ride with the Pack. Party with the Band,” and “Rivalry by Day. Revelry By Night,” Bike MS ads are designed to drive registration and spur participation by teams as well as individuals. In addition to out of home, DNA has created a wide ranging integrated campaign that includes a partnership with Entercom radio network and content that is shared across direct, digital and social channels.
In a nod to the more social elements of the challenge, DNA also created beer coasters that were distributed to bars throughout Seattle where cyclists tend to stop on their weekend rides. 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.”
“There are a lot of bike rides and events in the market that are raising funds for many causes,” explained Alan Brown, CEO of DNA. “Bike MS has a challenging and beautiful course paired with a huge celebration and party at the end of a hard riding day. By highlighting the team competition and 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 annual Bike MS: Deception Pass Classic attracts some 2,000 riders who traverse scenic figure-eight courses that range from 22 to 97 miles over the course of a two-day journey through Skagit, Whatcom and Island Counties in Washington State. Funds raised through the ride support the National MS Society, Greater Northwest Chapter, which serves the MS community in Washington, Northern Idaho, Montana and Alaska.
“Our event builds relationships, which is important for our cause and those we support,” said Chapter President Patty Shepherd-Barnes. “We are proud to have a large number of participants with MS who ride or volunteer who inspire others through their example and remind us how important it is to be part of a larger community that is actively trying to make a difference.”
Central to the marketing effort is a multi-pronged social media campaign. The program uses Facebook posts to prospect new riders and cycling enthusiasts. It features posts from Alumni including personal stories of MS-Champions (riders living with MS) to engage with past participants who may not have signed up for this year’s ride and updates on corporate teams that have been formed or are just forming.
For registered riders, DNA created a series of 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. For more information on the Bike MS: Deception Pass Classic visit the website at: http://main.nationalmssociety.org/site/TR?pg=entry&fr_id=25436
About DNA
Founded in 1998, DNA is a full-service marketing communications agency based in Seattle, Washington. The agency provides services in brand strategy, advertising, interactive and design. As one of the fastest growing agencies in the region, DNA has a talent and passion for transforming brands—and helping their client partners wield their inner truth. Some of DNA’s clients include: Alaska Airlines, PEMCO Insurance, BECU, Group Health Cooperative, Puget Sound Energy, Golden 1 Credit Union, and Tommy Bahama. Visit DNA on the Web at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.
About The National MS Society, Greater Northwest Chapter
The National MS Society mobilizes people and resources to drive research for a cure and to address the challenges of everyone affected by MS. To fulfill this mission, the Society funds cutting-edge research, drives change through advocacy, facilitates professional education, collaborates with MS organizations around the world, and provides programs and services designed to help people with MS and their families move their lives forward. Locally, The National MS Society, Greater Northwest Chapter serves more than 15,000 people living with MS and another 90,000 who are directly affected by the disease. With Chapter income of about $7.7 million, 49% of funds go to local programs and services, 32% to research, and 19% to fundraising and administration.
About Multiple Sclerosis
Multiple sclerosis, an unpredictable, often disabling disease of the central nervous system, interrupts the flow of information within the brain, and between the brain and body. Symptoms range from numbness and tingling to blindness and paralysis. The progress, severity and specific symptoms of MS in any one person cannot yet be predicted, but advances in research and treatment are moving us closer to a world free of MS. Most people with MS are diagnosed between the ages of 20 and 50, with at least two to three times more women than men being diagnosed with the disease. MS affects more than 2.3 million people worldwide.
