Bicycle and motorsports equipment manufacturer Bell Helmets this spring is reaching out to non-endemic consumers to promote a new type of motorcycle helmet, the Rogue, by partnering with celebrity tattoo artist Corey Miller for its Go Rogue campaign. Miller, star of TLC series “L.A. Ink” and an avid biker, is helping the brand reach out to the tattoo community, of course, but also a wider base of consumers who are fans of his, but not necessarily familiar with Bell. The brand is leveraging the partnership through a Facebook sweepstakes that will award one winner a trip to the 2013 Sturgis Motorcycle Rally in South Dakota this summer and a tattoo by Miller himself.
Because every good tattoo has a personal meaning and story behind it, Bell is asking consumers to visit the brand’s Facebook page and tell the story behind the tattoo they want. The most compelling story will win that fan the grand prize. Once the winner arrives in South Dakota for the Rally, the brand will be staging several activities and events, including a ride through the Black Hills. In addition to the trip to Sturgis and the tattoo, the brand will also give away Rogue helmets and Bell apparel as additional prizes. Each week of the contest, seven people will win Bell helmets and t-shirts. The contest launched on March 5 and entries can be submitted until May 7. The brand says this campaign is only the beginning of the relationship with Miller. It also plans to create a limited edition series of helmets designed by the artist as part of its existing “artist series.”
“Bell is known as an amazing helmet manufacturer [within the motorcycle community] and there is a richness to our heritage and culture,” Azul Couzens, director of marketing at Bell Helmets, told Buzz. “Leveraging that culture to appeal to a wider audience is a key element of this for us.” Agency: The Brand AMP, Seal Beach, CA.