Connect with FOLIO:
      

ADVERTISEMENT



Rodale's Branding By Biking


Jason Fell By Jason Fell
10/30/2007 -02:00 AM






 

When Steve Madden, of Rodale's Cycling Group, asked the question, "Why don't more people think bicycling is great," he and his team did a little brainstorming and came up with the BikeTown project. Rodale handed out 50 bicycles free to residents of Portland, Maine for three months and told them to, well, ride them.


What were the results? Not surprisingly the participants lost weight-a combined 750 pounds to be exact. The BikeTown project has expanded over 48 states, handing out 3,000 bikes to about 15,000 riders. So far, the project has generated 154 million media impressions, Madden said, and $6.3 million.


"The results were nothing less than spectacular," Madden said. "People lost weight, families reconnected. And six million in revenue? That's not so bad either, right?"





Jason Fell By Jason Fell --

Post Comment / Discuss This Blog - Info/Rules


RECENTLY in Sales and Marketing dots icon

MOST READ on FOLIOdots icon

FOLIO: Alerts & Newslettersdots icon

Sign up for our news alerts, special offers & feature updates:



FOLIO: Alerts
Breaking news & industry updates

FOLIO: Publishing Technology
The Latest on Trends, Issues & Products (2x Monthly)

FOLIO: Special Promos
Special offers & announcements from Partners, Sponsors & Red 7 Media

FOLIO: Update
Webinar, content & service feature updates



CONNECT WITH FOLIO: NOW
         


CAREER CENTER dots icon

UPCOMING WEBINARS



RECENT WEBINARS