The Wisconsin Bike Fed needed to promote paid sign-ups for the Santa Cycle Rampage, a holiday-themed slow roll. It is impossible to ensure participants have paid, so encouraging voluntary sign-ups to support the non-profit was crucial.
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OnMilwaukee wrote a story that highlighted the new route as well as the work that the Bike Fed does to promote safer cycling infrastructure throughout the state. This story was promoted via social media, both through our house channels, as well as posted in community interest groups.
We also ran two hang tag ads in the bottom corner of our site. Hang tags are ticket-shaped ads that are permanently placed at the bottom corner of the site by day. We also ran a budget-friendly, month-long campaign of community ads, which filled in empty slots after paid ads had run.
As a bonus, we created a recap video, which highlighted the event.
The Wisconsin Bike Fed saw higher than average click-thrus for their hangtags and were very pleased with the social engagement they received. As a result, the event saw a 200% increase in the amount of paid sign-ups, achieving the largest number of sign-ups since its inception.