Key stakeholders and agency partners were first aligned with to develop on-site branding, engagement stations and floor plans. Next, a logistics management plan was developed to finalize infrastructure requests, delivery times and load out requests. An event management and communications plan was then created to coordinate athlete schedules, hospitality arrangements and media sessions. A temporary staffing agency was also collaborated with to provide 20 on-site product and brand experts.
The 2013 Dew Tour Beach Championships and Toyota City Championships provided a perfect platform to speak with Mongoose's target consumer. The events drew a combined total of 175K attendees and provided a memorable setting to cultivate a new generation of brand loyal riders. According to survey data, a greater majority of consumers reports having a positive experience with Mongoose and would consider purchasing their products in the future. Additionally, 40K consumer interactions were recorded at the engagement stations and 31 bikes were sold at the purchasing kiosks. The sponsorship activations excelled at strengthening consumer relationships while earning 9K unique leads and 1M media impressions. At the conclusion of the 2013 Dew Tour season, all Mongoose demo bikes were donated to the San Fransisco Park District.