PEARL iZUMi’s Virtual Product Showcase
COVID-19 has affected all aspects of life, including the cancellation of Outdoor Retailer and many important product launch and/or preview events. But even with limitations on brick-and-mortar retail, product launches remain as important as ever. Backbone Media’s PR team was able to quickly pivot and successfully host a virtual product showcase for media to preview cycling apparel brand PEARL iZUMi’s upcoming women’s product line.
In lieu of an in-person media activation at Outdoor Retailer or an alternative location this spring, Backbone hosted a virtual, women’s-only “Spin, Sip & Shop” event for media.
With this format, Backbone provided an experiential element and created additional engagement around the PEARL iZUMi brand and its upcoming fall 2020 women’s product line. The event featured an interactive group ride on virtual cycling platform Zwift — the “Spin.” A happy hour and virtual product presentation — the “Sip & Shop” — followed shortly thereafter. Media enjoyed some cold brews courtesy of Backbone’s client New Belgium Brewing while learning about PEARL iZUMi’s upcoming women’s line and the brand’s social purpose and sustainability initiatives — all in a fun, social setting. Select items were shipped to participants to preview and test under embargo ahead of the upcoming launch for this new line.
Overall, the event proved to be a highly effective way to get in front of top target media from across the map (participants spanned all the way from California to New York, as well as Alaska and Canada) in a manner that was both meaningful and fitting to the brand. The media participants were enthusiastic and engaged. They also loved the opportunity to try something new with an interactive “group” activity that delivered real value.