How do you leverage Lance Armstrong’s passion for biking and his sponsorship with Dasani to create a big summer event with a lot of legs? We landed on Rails to Trails Conservancy, whose mission is “to create a nationwide network of trails from former rail lines to build healthier places for healthier people.”
Next, we hit key markets, Dasani made generous donations to the trails, gave out ice-cold bottles of water, trash bins for recycling and let fans take Dasani-branded Trek bikes for a spin.