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.
