Brompton Bikes creates 'immersive experience' for #MyUnseenCity push

Social video expert Be On reviews the latest viral ad by Brompton.

Brompton: the bicycle brand has produced a film promoting a limited edition
Brompton: the bicycle brand has produced a film promoting a limited edition
The spot is embellished with beautiful landscape imagery and colour, demonstrating why fold-up bikes are the ideal vehicle for exploring the ins and outs of a vibrant city - 9/10

UK bicycle manufacturer Brompton encourages viewers to do more than simply ride one of its new Black Edition bikes in its latest campaign.

Creative agency Corke Wallis helped the brand target those who live for spontaneity, adventure and intrigue, encouraging them to take part in a film challenge.

Consumers who post a 15-second film using the hashtag #MyUnseenCity on Instagram have the chance to win one of the limited-edition bikes, which will be released in 2016, as well as a trip to London and the chance to participate in the Brompton World Championships. Their handiwork will be judged by a panel of influential film-industry figures, including director Guy Ritchie.

Running just over a minute, and set to a mischievous electronic beat, the spot is embellished with beautiful landscape imagery and colour, demonstrating why fold-up bikes are the ideal vehicle for exploring the ins and outs of a vibrant city. The camera follows a Brompton on its travels, across canals and through busy streets.

The video has attracted a relatively small amount of attention, with just shy of 11,000 views since launching, but the product itself is niche in nature. This is a fantastic example of a brand reaching out to its audience by not only telling a story, but creating an immersive experience.

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