Step 1 outlines building participation and anticipation for a biking event through Meetup.com, Facebook ads reaching hundreds of page views daily, and Twitter reaching over 70 followers. Step 2 details generating content by encouraging users to share experiences through photos, videos and stories uploaded at stations, and having volunteers seed additional content across YouTube, Flickr, blogs and Twitter to promote the event. All content will be moderated and aggregated for viewing at bike stations and on the Freewheelin Community site.

1. Step 1: Build participation and anticipation Used Meetup.com to identify 8 biking groups in Denver representing over 1,000 cyclists – who are already using the internet to connect. Arranged group rides and word-of-mouth campaign Created a page on facebook; advertised it to people in Colorado and Minneapolis. Generated hundreds of page views per day and ~250,000 ad impressions

2. Step 1, continued: Build participation and anticipation Reached out to bloggers who’ve covered us; arranged for them and their readers to meet up for a ride Created a micro-blog feed on Twitter; followed by 70+ biking enthusiasts. Sending several posts per day about Freewheelin

3. Step 2: Generate Content Content Brings Community; Community creates Content After registering, users are given a card encouraging them to share their freewheelin experience – in pictures, videos and stories When they return their bike, they’re directed to an “upload station” where they can plug in their digital camera or cameraphone and upload images and videos directly to the Freewheelin Community site. They’re given a free memory card reader imprinted with the Freewheelin Community logo so that they can continue to upload images throughout the convention.

4. Step 2, continued: Generate Content We’ll have Humana volunteers armed with rented smart-phones cycling around the city and “seeding” content to generate interest All content will be moderated in real time and then posted to our portals on YouTube and Flickr