TAOW Inks with Diamondback Bicycles in Joined Effort to Nail BMX Lovers


Portland, Oregon-based TAOW Productions just nailed a contract to manage Diamondback's BMX bike team. This means they manage their events and activities, getting the BMX lifestyle out in the open and hopefully also increasing consumer demand for Diamondback's products and services.

TAOW thinks it's looking at a new kind of model for experiential marketing intended to nail "cool market" influencers, a phrase we find lame, but short of "jaded and bitchy" we can't think of anything more polite to address the demographic they're referring to. TAOW's other recent efforts included icons like hip hop's Kanye West and Rodney Pete, formerly of the NFL. Their brand partners also include prominent lifestyle labels like Red Bull, Diesel and American Express. So maybe "the little agency that could" knows something other marketers don't.

by Angela Natividad    Jan-31-07   Click to Comment   
Topic: Agencies   

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I find it rather interesting that the BMX Bike jocks I know in the California area can't tell me one thing about Diamondback or even know about their BMX bike team. At least one of the ones I talked with has been involved with BMX Bikes for years (stuntman)and he knew nothing. They need an advertising agency but is TAOW the right bunch?

Posted by: Roy on January 31, 2007 3:07 PM