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Braintree Tour de Tech

Braintree Tour de Tech

the case

Braintree is a global payments platform that powers businesses at the forefront of mobile disruption. Our target audience, leaders of mobile and e-commerce companies, are a sought-after crowd, tribal and averse to traditional advertising.
To reach them, we knew we had to find a way to play a part in their everyday lives. We needed to show Braintree’s benefits—not just tell them. So we created an engaging brand experience that improved the lives of these hardworking, mobile-savvy, on-the-go entrepreneurs. 

Partnering with urban cycling program Buzzbike, we created The Tour de Tech, the first-ever virtual bike race using real bikes. 50 of London’s most innovative companies were given Braintree branded bikes that connected to the custom-built Tour de Tech app via Bluetooth.
 
A six-month bike race, the Tour de Tech took riders on a virtual route around the UK, without ever having to leave London. The race was divided into six month-long stages, each representing a leg between two cities in the UK. Companies cycled as teams, and the first to collectively bike the miles of a leg won that stage, and a prize, such as in-house massages, for their office.
 
With three stage parties to network, share the Braintree story, and award prizes we helped fuel the community and the competition. The overall winning company won a multichannel ad campaign worth £50k to help their business grow. 

the board

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