Complete The Lock Installation: A new advertising opportunity and business line

With the removal of individual parking poles across North American, cyclists lost a favoured spot for locking their bikes. Cities are replacing their parking meters with post-and-ring bike stands. It is not the most usable design and there are often not enough stands on city streets.

The lock pole is an integral part of the bike locking process. A negative interaction on one end affects the entire experience. By installing Kryptonite branded bike stands, Kryptonite could improve the design, increase the stock of bike poles on city streets and market their product with free advertising.

Positioning the campaign

This campaign positions Kryptonite as stepping into the chaos of civic politics to fight for complete streets — streets that are designed to be safe for pedestrians, cyclists, transit riders and people who drive. Kryptonite positions itself as taking a stand against the war on the bike – yes it is ‘punny’.

Kryptonite is the complete lock and now the user can complete the lock with Kryptonite’s help.

Poster stand

The stand could also be mounted onto posters, in locations where they can be securely bolted to the wall.

Social ecosystem

The social content marketing can be built around the ecosystem of telling stories about complete streets, how cyclists are fighting for their rights, pointing out how cyclists are disadvantaged on city streets and how Kryptonite’s effort to provide bike stands helps solve problems for cyclists.

At the very least, the installation campaign would create an advertising opportunity and solve a problem for Kryptonite’s users, but the idea could be expanded to become a new business line.

New Business Opportunity

Kryptonite could partner with bike stores to install the Kryptonite-branded U-lock bike stand in front of their shops. Patrons would get a space to lock their bikes and Kryptonite would get free advertising. From there, Kryptonite could target high-use areas and work with local businesses to provide more locking spaces for their customers.

Due to the advertising potential, Kryptonite could undercut current bike pole suppliers with lower prices, saving cash-strapped municipalities money. If bike shelters can be contracted out as marketing vehicles, why not bike stands?

This idea has the potential to cement the Kryptonite brand as the premier bike lock company.