Collaborative Marketing: Betabrand x Torker
As a consumer-direct, online Clothing Company, Betabrand doesn’t invest marketing dollars into print advertising. In my efforts to promote the Bike to Work Collection line of commuter-focused apparel, I was always seeking to create opportunities for Brand Collaboration to expand market reach and brand awareness.
A conversation with the marketing team at Accel North America at the Sea Otter Classic Bike Festival expanded into an ongoing conversation that evolved into a creative collaboration.
As we were regularly photographing images for the collection, a partnership was proposed: working in conjunction with the art director with the Torker Bikes Brand, bikes were shipped to a local San Francisco dealer to be assembled and prepped for the photoshoots.
My team and I handled talent casting and produced the lifestyle photography incorporating the bicycles Torker Bike Co. supplied to create a library of assets for both brands. We then both leveraged and co-promote the brands in multi-channel campaigns, extending the reach for both brands.
