Turning Two Minutes on a Bike into a Live Brand Experience
Cork Carnival of Science | Brand Activation | Public Engagement | Experiential Marketing
The Brief
TFI Bikes wanted to engage directly with the public and promote its bike-sharing service in Cork in a way that was active, accessible and memorable.
Rather than simply handing out information, the objective was to get people interacting with the TFI Bikes brand and experiencing cycling for themselves.
Big Bear Design developed and delivered a simple live activation built around a challenge anyone could understand:
How far can you cycle in two minutes?
The Challenge
Public events are busy environments.
A successful activation needs to attract attention, explain itself almost instantly and give people a reason to stop and participate.
It also has to be quick enough to keep people moving through the experience while still creating a meaningful interaction with the brand.
At Carnival of Science in Cork, we needed something visual, competitive and fun that could engage a broad audience while keeping TFI Bikes at the center of the experience.
The Big Bear Solution
We created the TFI Two-Minute Bike Challenge.
Participants climbed onto the bike and had exactly two minutes to see how far they could cycle.
The simplicity was deliberate.
No complicated instructions. No lengthy registration. Just a bike, a clock and a challenge.
The competitive element immediately created interest, with participants comparing distances and spectators watching friends and family take part.
Everyone who participated had the opportunity to win vouchers and TFI-branded merchandise, extending the interaction beyond the challenge itself.
The Big Bear team managed the activation on site, encouraged participation and turned what could have been a traditional information stand into an active experience.
The Result
The activation generated direct conversations about TFI Bikes with people who might otherwise have simply walked past a promotional stand.
Importantly, the campaign wasn’t engagement for engagement’s sake. The Cork activations contributed to increased interest and sign-ups for TFI Bikes in the area, while demand for additional bike stations at key locations in the city also increased.
The concept has subsequently been used at Carnival of Science and other events, demonstrating how a simple idea can become a repeatable brand activation.
Need People to Engage With Your Brand ?
Big Bear creates activations people don’t just look at — they take part in them.
From interactive challenges and games to complete experiential installations, we can turn your brand message into an experience.
Talk to Big Bear about your next Brand Activation..
