The cell phone buzzes: a message announces that a battle is scheduled for today at Red Peak. Everything necessary for the battle is quickly packed. Together with the rest of the clan, they have to defend their own region.

At the end of the day, the muscles ache, but the elation is unsurpassed, after all, you were able to score the most points in the Clan Battle and thus secure the supremacy in the Bike Kingdom Lenzerheide. At least until the next battle.

In Lenzerheide, people have been focusing on biking for ten years now, but it was only last year that the bike region became a kingdom. “We were looking for a mouthpiece for our destination and this topic offered itself.

Especially in recent years, we have noticed how the radiance of mountain biking has grown. In summer, the region is transformed into the Bike Kingdom,” says Marc Schlüssel, Head of Marketing and Communication in Lenzerheide.

For the cross-destination brand, the bike regions of Lenzerheide, Arosa and Chur have joined forces to form one of the largest bike regions in the Alps.

The idea

The digital world can no longer be simply explained away. The usage time of smartphones is increasing more and more, so why not use this tool and combine it with your own offer? This question was also asked during the planning of the Bike Kingdom in Lenzerheide and thus an interactive adventure for the visitors.

With the Bike Kingdom, they wanted to create a total solution that would further develop the bike experience on site. This required a whole new product. “Nowadays, there is no way around the topic of digitalization. It was important to us not to develop just any app, but a really meaningful tool that adds value to the experience for the guest and the region,” Schlüssel explains.

Clearly positioned

“We took a physically anchored product and put a digital layout on top of it. That way, we also wanted to facilitate a coming together and an exchange between guests. Also, the app conveys a sense of individuality and group in equal measure,” Schlüssel continues
elaborates.

With the application one positioned oneself clearly and thereby a new way in the industry struck. Offers are found here that are tailored precisely to the target group of mountain bikers. This clear orientation is new in the industry.

Since it was usually attempted to combine as many different offers as possible, it was not possible to concentrate on the detailed further development of an offer. With the Bike Kingdom app, one offers not only another, technological access for the customers, but also for the development of the region.

Hotels, restaurants and stores are also addressing this issue and expanding their offerings accordingly. As a result, customers can really immerse themselves in a world of their own during a visit. If you compare the numbers of bikers and hikers before and after the launch of the communicative guiding idea of Bike Kingdom, it is clear that the biker numbers have increased disproportionately in comparison.

This development can of course be attributed to various reasons, but a major reason for the growth is seen in the alignment and clear focus.

Value added

Despite the high fun factor, large investments and new development always raise the question of profitability. The idea is that by using the application on your phone, you can get benefits in the “offline world”.

This offer should be earned through performance and engagement on the trails. Possibilities for this kind of value creation include sponsored quests. Partners can put their own personal stamp on a quest here and thus provide even more variety in the offer.

In the game, points are collected through trails ridden and tasks mastered. This system can be linked to a gratification model. From a certain number of points or level, real offers can be unlocked. Here, too, there are no limits to creativity.

From 1+1 free offers in the surrounding restaurants to special fan articles that are only available in this way, any idea can be easily added to the app. tm