OUT OF HOME
Face cutouts at ski resorts, cycling paths, mountain towns, and trailheads are a fun way for riders to put themselves in the moment of doubt with a Giro helmet. They can share the photos they take with #Faceplant.
Customers can buy a Giro tracker to attach to their Giro helmet. If their helmet is separated from them by more than a certain distance, they’ll get an alert on their phone. Along with keeping them from forgetting their helmets, the tracker will also send them information about their speeds, distances, and routes.
Every Giro helmet comes with a drawstring bag (for more convenient carrying) and relatable stickers.
POINT OF PURCHASE
Arcade-style mountain biking and snowboarding games are placed in stores to put customers in the nerve-wracking situations they can expect in these sports. At the end of each game, customers see how many times they crashed and are given a CTA to buy a Giro helmet.
Instagram posts re-define feelings in times of doubt.
On the Giro microsite, people can place their freaked out faces on videos of riders. They can then share the video with their friends on Facebook.
A Twitter account has Giro’s interpretation of weather forecasts based on what they mean for its customers.
A microsite compiles and rates crashes because we’re terrible human beings who like to watch people crash.
We’ll put a test dummy named Giro Joe through real life circumstances like being catapulted into a mountain. The tests will stream live on Giro’s microsite where viewers can vote on if they think he’ll make it. They’ll also be added as permanent video content on the site along with the results.