Diamondback Bikes: Get Amped

Diamondback is launching its new e-bike line. Over the last 5 years the bicycle brand has bolstered its position as a core mountain bike brand. As of this week, Diamondback is expanding into the fastest growing segment of the bike industry with launch of its new e-bikes for pavement.

To introduce the new line, Diamondback tapped Seattle-based creative agency Okaybro to create a new campaign that would leverage the chops they’ve earned in the mountain bike segment but speak to this completely new audience.

The idea uses music as a touchstone, connecting traditional road bikes to acoustic guitars and these new bikes to their louder and slightly more fierce counterparts, the electric guitar. “Get Amped” plays on that high energy analogy connecting feeling of amplified music to the excitement of riding these new bikes.

Diamondback’s most integrated to date, the campaign includes elements targeting consumers, as well as bike retailers and industry influencers. The consumer launch will be teased with social media video of Diamondback sponsored athletes smashing acoustic guitars. A web video launches on this week at www.outsideonline.com/
using that uses the power and energy of music to capture the excitement of the e-bike experience.

Okaybro worked with DPM Productions and director/editor Jason Beattie, who is known for his music videos for Miguel and Kygo and commercials for Lexus and Reebok to bring to life and show the contrast between soulful acoustic mountain biking and the fast, chaotic electric world of downtown Seattle.

Wild postings that evoke rock posters will be placed near key retailers. Okaybro partnered with well know Rock Poster illustrators Victor Melendez (who has worked with Phish, Tom Morello, Death Cab for Cutie and more) and Ryan Duggan (who has worked with Superchunk, Leon Bridges and Childish Gambino). Okaybro also tapped core mountain bike photographer Paris Gore to capture the MTB style and attitude Diamondback brings to pavement.

In addition to POP and window clings that pay homage to vinyl records, the in-store the campaign includes delivery of acoustic guitar piñatas filled with Get Amped-branded candy, cycling caps, t-shirts, pins and stickers, inviting an energetic destruction that reflects the level of excitement resulting from your first experience riding an electric bike.

There is also a digital ad buy that drives to purchase and reinforces the Get Amped messaging. The digital ad buy will be on endemic (pinkbike.com) and non-endemic websites.

Industry influencers and trade press received actual acoustic guitars with the words “smash me” printed on the front and product launch info inside.