The 2 Mile Challenge was created as an extension of the company’s commitment to sustainability. Learning that majority of Americans travel two miles or less by car most often each day, we wanted to challenge individuals to reduce their carbon footprint by trading cars for bikes on those short distances.
Building awareness around the campaign in year one, the field marketing team took to the road and visited college campuses and music festivals all throughout the country. In the second year of the campaign we evolved it to live digitally where users could track their rides, pledge money to a charity if they didn’t reach their objectives, challenge friends and be rewarded through a loyalty program for all miles met.
This was the first platform to integrate Google Maps and the team at Strava would later state that it served as an inspiration in the development of their app.