Torque was brought in to sift through the research, interview the Bicycle staff and look at all the marketing activity. The Bicycle brand was a long standing memory for most people – they just needed to be reminded of the fun the card games generated. We crafted the “Come to Play” campaign and capitalized on the rich visual history of the brand to bring back the nostalgia, social connectivity and pure unplugged fun that cards bring. Torque went on to develop an online presence, card game rules library, marketing collateral and promotional material to support a re-vitalization of the brand.
Bicycle is moving ahead strongly. The new materials and brand message have helped Bicycle sell into retailers nationwide and the game has begun.
