Brands Go Bike Crazy In NYC

Marketers and PR-folk take note, free bike rides just might be the next “pop-up shop” for their universal ability to lure in the general public and it appears retailers are catching on. Topshop and Whole Foods recently gave their customers more reason to turn to the alternative mode of transportation, with two bike-centric store events held in NYC. 

Over the weekend, Anglophiles everywhere took notice when Topshop rolled out their new bicycle club concept, parking a small fleet of blue beach cruisers (decked out with baskets and cupcake stickers) outside their flagship store and making them available for free daily rental to the public. In exchange for leaving a credit card and signing a liability waiver, would-be cyclists were granted access to a curated experience that included a bike, customized helmet, U-lock and map of Topshop-endorsed destinations throughout Manhattan, Brooklyn and Queens.

Another instance of the NYC’s branded bike frenzy was a recent promotion executed by Whole Foods. The healthy-living corporation temporarily offered free pedicab rides around the city. The drivers would take customers anywhere within a ten block radius of the store, making it that much easier to justify purchasing that extra bag of groceries.

And while these recent campaigns have met with success, we need only look to past attempts at co-opting two-wheel culture, such as DKNY’s orange bike debacle  from last year’s fashion week, to note the difference between thoughtful events and PR stunts. Simply picking a trend and forcing it into a brand framework in the hopes that authenticity will shine through rarely works. Instead, focus on adding value to the consumer experience in ways that reinforce pre-existing values and at the end of the day, perhaps your audience will circle on back.