Organic social media presence kick-started the WeLikeBike42 experiential brand activation. 42BELOW Vodka’s native New Zealand is known for its sense of adventure and environmental conscience.  In that spirit, the brand selected 42 cyclists to ride from NYC to LA in a massive celebration of biking culture.  After training, a kickoff party, and an appearance on The Today Show, the riders parted ways to conquer a northern route and a southern route.

This video features photos taken by a variety of the riders as well as a couple by Javelin crew members. It’s a stunning display of appreciation for beauty in nature, adventure, and the sheer joy of living.

In major markets along the way, consumers cheered the riders on at parties hosted by 42BELOW Vodka, complete with the brand’s signature Caipiroska 42. Fans could join the journey by reading the individual riders’ blogs and Twitter accounts, and by following the tour at @WeLikeBike42.

Over 58 days riders witnessed some of the most beautiful scenery the country has to offer, pedaled a combined 8,549 miles, and exceeded their goal of getting 20,000 followers on Twitter.  In turn, 42BELOW made a $42K donation to the Alliance for Biking & Walking at the finish line event.

With more than 125K WeLikeBike42.com page views, 4.9 million blog views, radio reach of 2 million, 1.45 million over-the-road impressions, and more, 42 Below’s We Like Bike had an experiential program reach of more than 72 million. This extensive reach would not have been possible without the robust social media presence the riders brought to the experience through their blogs, Twitter, Facebook, and Flickr accounts.  Cycling enthusiasts, adventure devotees, and lovers of the vast beauty found across the United States all found something compelling to participate in, over and over.

While in New York recently I attended a tweet-up to launch Ford’s Fiesta Movement year-long program.  Upon arrival at the Meatpacking District venue all attendees could see the lineup of Ford Fiestas in front of the restaurant. 

It was eyecatching but (despite this) there was no opportunity to get in the cars or ask questions about them.  I know from looking at others’ photos of the event that some bloggers got in at the beginning of the event, but what a missed opportunity to reach all the other attendees…and as you can see, the event was packed! 

It was great to see how easy it was to learn about the event (through Twitter, of course), and the pros and cons of having people tweet directly from an event.  To highlight the process and encourage more tweets, there was a screen projection  showing a Twitter feed of all of the event-hashtagged entries.  With human nature being what it is, of course everyone wanted to see their tweets up on the screen.

I met some great people, watched a Ford exec speak from atop a table, and even rubbed elbows with @JuliaRoy.  To follow the shenanigans of the 100 bloggers who have been given Ford Fiestas to use as they please for six months, check out @FordFiesta.