New Redline Site: Well-Executed Blend of Product Showcase and Social Networking
In this era of Facebook-this and Twitter-that, fans of so-called “Lovemarks” (brands to which a given audience pledge love and a virtually-undying allegiance) are hungry for content, served up more frequently than the every-now-and-then press release or “Breaking News” item from their favorite brands.
The challenge to meld the social side and the business side of a Website’s mission is presented squarely to brand managers and interactive pros sitting down with a stack of blank Xerox paper to try and map out a new site that delivers both the critical information on the products and services of the company, while still meeting the appetites for tasty new information by users.
Traditionally, the “social networking” side shows up in the manner of a Twitter widget planted in the sidebar of an existing site, and is often enough to pique curiosity. It may herald the team results of a race that happened yesterday, but as easily one that took place a couple months ago. The information beast of modern media needs to be fed regularly, or it grows weak.
The debut of the new RedlineBicycles.com, last week, provided the first well-executed example, at least in BMX Racing circles, of a site that walks the delicate beam of modern online marketing warfare.
Aside from the usual suspects you would expect to find on a company site (dealer locator, product detail pages and other important info, all of which are designed well enough to garner props from BMXNEWS.COM on their own), Redline has also brought social networking features to bear on the “team” pages, with a well-done integration of the Twitter API, to fold each of their riders’ Twitter updates into a dedicated profile page, along with a photo gallery and video clips, to bring each rider closer to their respective fanbase.
For BMX Racing, you can view personal Twitter updates from the likes of Alise Post, Denzel Stein, George Goodall, Jason Carne$, Dakota Sanger and Anthony Derosa. The site also has similar functionality for Redline BMX Freestyle and Cyclocross riders, and a special section for International members of the team (such as the storied Dutch Team).
For vintage aficionados, the site also proffers a fresh, blended, history of the Redline brand, from its early roots in Linn Kastan’s motorcycle manufactory, and its current parent Seattle Bike Supply, with tales of founder Terry Heller’s early foray into the business from the back of his station wagon. It is a must-read for fans of the nostalgic.
Check it out now at www.redlinebicycles.com
If you’re a life-long Redline fan, go check out lovemarks.com, and consider adding it in. Certainly also cool to add any brand which you simply cannot live without.
