Launching a new product at tech’s biggest event.

Gotcha is a micro mobility company that offers electric bikes and scooters via a mobile app. When it was time to introduce their new electric trike, the company’s leadership wanted to unveil the product at SXSW.

What we needed to do.

While working with Gotcha’s marketing team, we outlined clear goals for the activation:

  • Develop a concept that appealed to investors, potential partners and consumers alike
  • Break through the noise at an event where brands fight tooth and nail for attention
  • Maximize a condensed timeline and minimal budget

Putting a plan into action.

With less than a month to concept, produce and execute an idea, we decided the best way to get eyes on Gotcha was a digital campaign that built anticipation leading up to SXSW. The result? We convinced the CEO to ride from Tallahassee, Florida (where Gotcha got its start) to Austin, Texas on the new trike—which tops out at a whopping 25 mph.

How it all came to life.

During the week-long voyage, we placed social ads in towns we’d be passing through and SXSW’s primary feeder markets. This built in spontaneous interactions along the route and brought people along for the journey.

Once we got to Austin, we created a rogue event where people could try Gotcha’s products and watch the shot movie we filmed along the way. When it was all over, the brand gained 100+ national press hits (including outlets like FastCo, The Verge and AdWeek), millions of social impressions and numerous business development leads.