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NEW YORK Goodby, Silverstein & Partners this week launched a campaign for Specialized Bicycles. The effort includes a site dedicated exclusively to Web-based films.
While the campaign will include some traditional media buys in enthusiast publications, the ads will support the online films with movie poster-style executions.
The interactive component is an attempt to broaden the appeal of the brand beyond its core market. “You’ve got one of the best bike companies in the world. If you just advertise in the bike industry magazines, what are you going to do with that?” said Rich Silverstein, co-chairman of the San Francisco agency and an avid cyclist who has been working with Specialized on and off for the last 20 years.
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