Transitions Optical challenged @havaspr to plan and execute a product launch event unlike any other the 20-year-old company had ever done. The product, the Bell® Transitions® face shield for motorcyclists, was a big change from prescription adaptive lenses and performance sun lenses. The event needed to introduce, educate and excite a new audience (motorcycle media) about the company’s industry-leading photochromic technology—and counter pre-existing negative impressions of old, under-performing photochromic face shield technology.

We hosted a media hospitality event at one of the premier motorcycle racing events at Laguna Seca, Calif. In the press suite briefing, we used iPads to demonstrate the latest photochromic technology and problem/solution for motorcycle riders. The presentation also included product testimonials from professional riders and motorcycle journalists. Eye-catching materials and giveaways, like pop-up banners, postcards, and a product and technology booklet, were positioned throughout the suite. Out in the crowd, buzz teams carried UV flashlights and shields—demonstrating the product and offering on-site specials. Throughout the weekend event, we posted real-time photos over social media to generate excitement.

The shield became one of Bell’s biggest sellers. Motorcycle media overwhelmingly embraced the product, producing more than 12,300,000 media impressions. Journalists dubbed the shield a “trick new face shield.” One journalist said he was “resolved to never take the thing off his helmet,” and another said it was “a long time coming, but more than worth the wait.”