Oblique worked with bicycle tool brand, Butter, to develop the content strategy and plan for their 4th annual event, Butter Gold. The Colorado-based event has become a bit of a legend in the cycling world. Butter Gold is a 100-mile cycling event that is an ode to the “Spring Classics” of professional road cycling that happen in Northern Europe every Spring. The route takes participants away from heavily traveled roadways to the gravel and dirt roads north of Boulder, CO. Butter Gold is a fundraising event to get more kids involved in the sport of cycling.
Final Video Piece:
To tell a compelling story of the Butter Gold experience, we followed several Butter Gold veterans through the gritty event and captured the overall essence of Butter Gold 2016. The final video was released via Butter social media and email newsletter.
Leading up to the 2016 event, our team also produced a promo video to help drive event registration. This video was released on social media and through the Butter email newsletter. Butter Gold experienced its largest registration total ever in 2016.
Social Media Content:
The final content elements that our team helped with were a series of 5 quickly-produced Instagram videos on the day of the event, distributed through the Butter’s Instagram channel. The 5 Instagram videos garnered over 2000 views in the first 24 hours they were online.