Continued marketing of the Cowboy Cookie model and SRD Athlete Quinda Verheul

Sour is a small bike brand in Dresden, Germany, producing steel frames locally. The Cowboy Cookie and Double Choc are two new models that also mark the launch of the first full suspension bikes at Sour. These new bikes also signify the launch of the Sour Racing Development (SRD) program, a division created to house the wild projects thought up by the owner of Sour in his free time.

Quinda is Sour’s main SRD athlete, competing in ultra-races all over the world on Sour bikes. The HT550 is one of those races. By producing content related to her “rig,” Sour is able to create engagement for the brand, but more importantly for Quinda, while also providing friendly news outlets with content for their websites.

Both the Cowboy Cookie and the Double Choc were launched on June 4th at 5 pm CET to coordinate with an ever-growing market in the USA, a new focus for Sour Bicycles. Media partners were brought up to speed via email, and a press/media pack was made available to all interested parties.

Bikepacking.com: Rigs of HT550

Complimentary to the “rig video” with Quinda and her Sour bike prepped for the Highland Trail, content is also provided to Bikepacking.com for their regular featured articles surround the start of any notable ultra-race. Engagement from this article is remarkably high, with emails rolling in regularly with screenshots and links to the article and subject lines similar to “I want this colour” and “what ‘X’ is this?”.

In the end, Sour Bicycles saw engagement from more than 80% new accounts across several platforms during the HT550. Coordinating posts with several other sponsors the Quinda works with boosts engagement and prevents crossing the wires.

Link Selection:
Bikepacking.com: “Rigs of”
Bikepacking.com
Theradavist.com
And various “guerilla” forums, IG/YT posts

Budget:
No dedicated budget