Triumph launches viral film to promote Rocket bike

by Darren Davidson, Brand Republic 10-Jul-07, 10:30

LONDON - The iconic British motorcycle maker Triumph has turned to viral marketing to help promote its latest motorcycle, with a humorous film showing the bike being built and tested by its factory workers.

The film was created by viral specialists RubberRepublic in conjunction with digital media house E3.

The film shows the Triumph Rocket III, the world's largest production motorcycle, on the production line and later on a test track. It features characters such as the "resident gurning fool", and includes a scene showing the factory workers risking their lives to test the speed of the bike's brakes.

The film is aimed at motorcycle enthusiasts and is running on YouTube and biker-related online communities and social networks.

Chris Quigley, founder and director of Rubber Republic, said: "Viral is an ideal marketing medium for promoting the Rocket III as there are strong existing social networks online through which we can seed the content and drive awareness."

Andrea Friggi, corporate identity and communications manager at Triumph, said: "With the Rocket III viral we wanted to show the humorous side of Triumph, while also raising the profile of the Rocket III and highlighting key attributes of the bike in an entertaining way."