HUFFY
  CHALLENGE
 
  • Help revitalize the stagnant bicycle product category.

  • Support the launch of Huffy's Micro Monkey Bike, a tiny bicycle targeted at young teenagers.

  • Break through a flood of new toys all vying for attention during the holiday shopping season.

  • Attract interest in a depressed retail market and on the heels of 9/11 news coverage.

  • Send product samples to the media in large shipping boxes during the anthrax scare.
  APPROACH
 
  • Use publicity to break through holiday toy clutter and create product sizzle.

  • Target network TV and top national newspapers to maximize nationwide impact.

  • Call key national media contacts to test the waters for a lighthearted story pitch.

  • Ship pre-assembled bikes to editors and producers in boxes with jungle graphics, including a sound chip emitting monkey sounds upon opening the box.

  • Call all media contacts in advance of receiving product to overcome anthrax scare.
  RESULTS
 
  • Huffy sold out of the product!

  • Live with Regis and Kelly show featured its producer riding Monkey Bike across show set and bike banter with Philbin and Ripa. The show's website also linked to the Huffy website.

  • New York Times, Reuters and Dallas Morning News coverage.

  • Chicago Tribune conducted a Monkey Bike contest in its "KidsNews" section during the holiday season.