Fixed-gear racing is crazy and the fixed-gear racing community at large is also crazy—crazy real, crazy rad and crazy tight ?. Because Chrome Industries is a part of that community and has been since Chrome started 15 year ago and because this year that community lost its most successful race series to date (Red Hook Crit), Chrome commissioned 1000% X Manual For Speed to bring a Next-Level Race Series to life.
First we wrote the creative brief—Thrasher’s King of the Road X CBS Wide World Of Sports X Gamification—then we created the Chrome Grand Slam and Speed League.
WE BUILT A GEOCITIES-INSPIRED WEBSITE TO SHOWCASE CGS MERCHANDISE, STANDINGS, CHALLENGES, EVENT HIGHLIGHTS AND SERIES VIBES. CHROMEGRANDSLAM.COM
TO GIVE THE RACE SERIES AN ADDED EXPERIENCE DIMENSION FOR BOTH RACERS AND FANS ALIKE, AND TO PROMOTE A KIND OF URBAN DEEP-DIVE OR EXPLORATION INTO THE HOST CITIES, WE CREATED A SERIES OF FUN/UNIQUE CHALLENGES. ENGAGEMENT. ACTIVATION.
LIVE STREAM YOUTUBE BROADCAST
Men’s and Women’s fields equal payout, 8k purse.
CGS Most Eat, Most Body, and Most City Challenges successfully engaged both racers and non racers alike.
CGS partnered with the two most iconic fixed-gear races in America; Mission Crit and the Red Bull Hill Challenge.
Hundreds Participated, thousands watched, and now the Fixed-gear community has something to dream about over the winter.
Concept, Strategy, Campaign, Activation, Host & MC, Photography, ID, Branding, Merchandise Design, Social Media Campaign.