OneWheel—an electric skateboard with big reach in rural areas—came to us to tap into a new, urban millennial demographic.
To resonate with urban audiences across the country, we knew we had to showcase the product working in an environment they were familiar with—and get buy-in from those they trusted. So there was no better place to kick off the campaign than in New York City.
We curated a group of NYC-based creatives to serve dual roles as the campaign’s content creators and its influencers, and let them hit the streets to do what they do best. We also brought on Street Dreams Magazine —a crowd-sourced quarterly with lots of local pull—to create an exclusive edition of Onewheel that gave it extra credibility within the community.