In mid-2009 Neiman Group and PennDOT began collaboration on an integrated marketing plan that would decrease motorcycle crashes and fatalities in the Commonwealth of Pennsylvania. Live Free Ride Alive is the result of that collaboration. It’s an online platform for motorcyclists to tell their stories through written and video messaging.
The flagship of an extensive, integrated campaign, it serves as the primary vehicle for a safety message, but also creates an online community of riders sharing their experiences and pledging to ride more safely.
This target audience values the feelings of freedom, independence and control they experience from riding. This site promotes motorcycle licensing, provides safety messaging and encourages riders to take training courses. It accomplishes those tasks (while speaking to both sport bike riders and cruisers) in a compelling and engaging way that allows the delivery of statistics, facts and safety messages while tapping into emotional pressure points. It also raises awareness about rider safety via smart infographics, interactive tools, and a compelling documentary.
• From concept to completion the site took three months to produce.
• External XML files were utilized for all copy, allowing for easy editing of copy during final testing and deployment.
• The site’s video content is completely powered by YouTube. Video submissions are collected using oEmbed technology where the embedded representation of a YouTube URL provides a chromeless AS3 player with direct URI to a third party Flash Video file.
• Public submissions (pledge, messages, videos) pass through an open API to a moderation queue where approval and archiving is required prior to publishing.
• A SWFFit JavaScript library scales site content to fit 100 percent of the browser window. Users with smaller screen resolutions are presented with scrollbars.
• Videos and messages were deep-linked using SWFAddress, allowing users to easily share and jump directly to a specific post.
• The BeOneLess pledge (to be “one less” road casualty) was universally accessible via a banner at the top of the site. Clicking the banner slides the entire site down to reveal the pledge form and a list of all submitted pledges.
The flagship of an extensive, integrated campaign, it serves as the primary vehicle for a safety message, but also creates an online community of riders sharing their experiences and pledging to ride more safely.
This target audience values the feelings of freedom, independence and control they experience from riding. This site promotes motorcycle licensing, provides safety messaging and encourages riders to take training courses. It accomplishes those tasks (while speaking to both sport bike riders and cruisers) in a compelling and engaging way that allows the delivery of statistics, facts and safety messages while tapping into emotional pressure points. It also raises awareness about rider safety via smart infographics, interactive tools, and a compelling documentary.
• From concept to completion the site took three months to produce.
• External XML files were utilized for all copy, allowing for easy editing of copy during final testing and deployment.
• The site’s video content is completely powered by YouTube. Video submissions are collected using oEmbed technology where the embedded representation of a YouTube URL provides a chromeless AS3 player with direct URI to a third party Flash Video file.
• Public submissions (pledge, messages, videos) pass through an open API to a moderation queue where approval and archiving is required prior to publishing.
• A SWFFit JavaScript library scales site content to fit 100 percent of the browser window. Users with smaller screen resolutions are presented with scrollbars.
• Videos and messages were deep-linked using SWFAddress, allowing users to easily share and jump directly to a specific post.
• The BeOneLess pledge (to be “one less” road casualty) was universally accessible via a banner at the top of the site. Clicking the banner slides the entire site down to reveal the pledge form and a list of all submitted pledges.
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