RockMoto

CASE STUDY

Jessica Prokup, Director of Emerging Market Communications - Discover Today’s Motorcycling

group Y: Where did the idea of RockMoto come about?
It started gestating in 2007. With the popularity of sites like Digg.com, Rocketboom and VBS.tv, I wanted our Gen Y outreach to include vidcasting, but I didn’t know what we’d show. I was literally riding home from work one day, listening to my iPod, when it dawned on me: if we wanted to explain how motorcycling feels, we could do it through music. Everybody understands that. So RockMoto started out as simply an online video series about music and motorcycling; as the idea developed, we brought in different elements to expand the concept. I brainstormed for weeks trying to come up with a name, and it hit me one day out of the blue, in my kitchen.

What exactly is RockMoto and the concept of the site?
RockMoto aims to turn Gen Y’ers onto motorcycling through the power of music. The site combines celebrity interviews, social networking, UG content, free music streaming and information about motorcycling to get young people excited and educated about the two-wheel lifestyle. In a way, RockMoto also offers a unique niche for music- or motorcycle-savvy people to express themselves.

Which bands & athletes have been featured on the site?
Current episodes feature musicians from Angels & Airwaves, Green Day, and Incubus, as well as an amazing celebrity photographer with music by Jim White. We’ve also interviewed members of The Bravery and Hoobastank, and we have some on-the-street episodes in the works. We’re reaching out to indie rock bands and unsigned musicians, too, to help promote emerging artists.

Guests talk about the inherent connection between motorcycling and music, comparing things like the feeling of rock ‘n’ roll to the freedom of being on a bike. RockMoto isn’t limited to particular brands or styles of riding; its content will cover both street and dirt, with track riding, touring, cruising, freestyle – whatever an artist is into, to show the many different kinds of riding and lifestyles that are part of motorcycling.

Tell us the process you went through from the initial idea all the way to final launch of the site.
After coming up with the basis for the video series, we realized pretty quickly that the site needed to include some interactivity to keep visitors engaged. Around the same time, we started looking for a web design firm to help build the site. We decided to work with a company called Trinet Internet Solutions because they offered not only design services, but strategy too. They broke down the process into a series of steps, taking us from concept to execution. We started with a strategy document, which identified our target audience, our goals and identity as a brand, and the kinds of site features that would help achieve our goals. Then we did a creative brief, to keep the look and feel of the site in line with our brand identity. Then came the execution, which was a months-long process of building, evaluating and modifying all the site elements. We had weekly meetings, with loads of coffee and a lot of energy – it was a ton of fun despite all the deadlines, because we were all really enjoying the process.

Before we launched the site on December 5th, we created a prelaunch campaign to build up a user base. We syndicated a short promo video advertising the site, attaching keywords that would help it come up in search engines. We also built MySpace and YouTube pages with the video and a little info about RockMoto. And we put a landing page at rockmoto.com, where people could sign up early, post videos and invite friends to join. As an incentive, we offered signed gear from Angels & Airwaves, free motorcycle training classes, and free music.

Who were the key players in making this site happen?
I led the creative charge; our VP of IT, Frank Wagenseller, managed the technology side, and the team at Trinet handled design and implementation. Also, the site is funded by DTM’s member companies, the American-based operations of Honda, Kawasaki, and Suzuki.

What elements do you use on the site?
We produce the feature episodes with musicians, artists, actors, etc.. But we’re also trying to make UG content an important part of the site, which ties in with the community aspect.

Site users can create profiles and interact with each other through messaging, comments, and RockMoto’s MotoMatch application, which matches up users based on questions in their profiles. Registered users can also post their own videos and music playlists, to share their personal experiences with music and motorcycling. And a RockMoto blog lets MIC staffers tell their own stories and connect with RockMoto users.

Through a partnership with Internet radio giant Pandora, RockMoto also offers two unique motorcycling-inspired radio stations. Site users can access the stations from the “Music” page at RockMoto.com; click the link, and a new browser window opens to stream music directly through the Pandora player. In addition, RockMoto ads are rotated on the regular Pandora site, which can be targeted by age and music preferences. Pandora users who click on the RockMoto banner ad can add RockMoto Radio to their playlists, and also link directly to RockMoto.com. Being associated with Pandora not only gives us some credibility in the music realm, it also helps increases brand visibility.

And, since RockMoto’s fundamentally about getting more young people on two wheels, a “Ride” section features helpful information for new and non-riders. The section includes links to MSF courses and information, along with a bike comparison tool that helps new riders choose a first or second bike. Based on a series of a questions about a user’s riding abilities and interests, the comparison tool creates a chart of bike models, with basic specs, real-world advice about each bike, and links to manufacturers’ websites. To flesh out the Ride section, two-wheel tales and a survival guide for street riding – including information about protective gear and street safety – are also in the works.

How do you promote the site? Is it through print, online, social networking, word of mouth….?
In addition to the prelaunch campaign, when we first launched RockMoto we sent out press releases to our giant media lists (conveniently, DTM is a news bureau). We ended up with coverage in a number of media outlets, including the LA Times’ music blog, Pop & Hiss; the San Diego Union Tribune; a number of motorcycle magazines; and Cycle World Radio with Steve Natt. We’ve also been using MySpace to friend people and send out bulletins, and we use Twitter to announce new content or interesting news. We contributed to a VIP suite at the Paramount New Year’s Eve party (which got our logo on the collateral), and we’ve done booths and videos at industry events. Also, as MIC has 300-plus member companies, we put the word out to our members at MIC events and through email blasts.

There’s a lot more we could be doing, but we’re a very small staff with an extremely small (non-profit) budget. Most of the time, we’re so focused on keeping the site going that we don’t do much at all to promote it. Fortunately, one of our interns came up with a great idea: we’ve partnered with a group of students at Chapman to create a marketing strategy for RockMoto, as part of a class project. They’ll do the research to identify opportunities and come up with ideas, and then it’ll be up to us to implement them. Takes a huge chunk of work off of us, and could contribute significantly in an area where we’re lacking.

What other areas do you see expanding the RockMoto idea into?
Our dream goal? A music festival. We’d like to take the RockMoto experience off-line. We can also do that through riding groups, smaller events, training classes, maybe even music show sponsorships and emerging filmmaker contests.

What is your overall goal with RockMoto? Have you achieved it yet?
Ultimately, our goal is to build a thriving, dynamic community of music and motorcycle enthusiasts who bring passion to life – and motivate non-riders to get on two wheels. We want young people who know absolutely nothing about motorcycles to become part of RockMoto simply because it’s the coolest community on the web. I think if we have a big enough user base, we’ll have enough UG content (videos, playlists, comments, messaging) to keep people engaged and bring new people in. When the RockMoto community fosters itself, we’ve done what we set out to do.

We’re not there yet, but we’re just getting started. Ask me again six months down the road.
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Discover Today’s Motorcycling (DTM), the communications service bureau of the Motorcycle Industry Council (MIC), is a source of information about motorcycling to the media and the general public. Located in Irvine, California, the MIC is a not-for-profit national trade association representing manufacturers and distributors of motorcycles, all-terrain vehicles, scooters, motorcycle parts and accessories, and members of allied trades.