Strategy: iD developed a print media campaign for Blackburn that emphasized the consumers’ experience and accomplishments, rather than simply focusing on the product itself. All ads featured copy about the rider’s journey. In conjunction with the print campaign, iD launched an online micro site with interactive product demonstrations and feature sets of the Delphi product line.

Results: Blackburn experienced a very successful product launch and emerged as a major player in the highly competitive cyclometer category. As an added bonus, most of the units that were sold were of the high-end, more advanced models in the product line.