JUMP

Integrated brand campaign | Experiential activation

One of the early insights we unearthed in research was that 30% of first-time rides on JUMP bikes and scooters happened when people traveled. With this insight in mind, I pushed for a SXSW sponsorship as a key experiential tentpole for our “feeling of electric” campaign, which focused on our H1 KR of 2.7M first-time global trips. As a category sponsor, JUMP was given on-site real estate to activate & promote safe riding practices, the official bike share partner designation, inclusion in festival marketing communications, and city permits, allowing us to double our fleet of bikes and scooters in Austin.

We created five pitstop locations around downtown Austin and one at the Austin Motel, where consumers could get a quick product demo before trying JUMP for the first time and a complimentary helmet before embarking on their day of SXSW activities.

Over 10 days, JUMP products were ridden by 33.8k unique riders, totaling 121.9k trips (more than we had done in 3 months total in Austin previously). 1st-time riders took 88% of those JUMP trips. We also garnered 12M campaign impressions, including coverage from The Verge, Inc, and Forbes.