Clueless riders. No helmets. Divvys everywhere. What could go wrong?Continue reading.
Divvy teams up with Project Fixup for blind dates with a built-in escape
Blind-date startup Project Fixup is making its latest match on Monday. It involves doing it outdoors, with a strong recommendation to wear a helmet.
The TechStars company is partnering with bike-share program Divvy for its latest round of set-ups, giving users a 24-hour code that’ll allow them to unlock the bikes for free. They’ll still have to pay the site’s $15 set-up fee.
Divvy agreed to donate the codes, which normally cost $7. So what’s in it for them? Exposure to the young and the fit, says deputy general manager Elliot Greenberger. “The idea is, everyone knows how to ride a bike, but using the Divvy system is completely new to a lot of people. Anecdotally, people often use the 24-hour pass first to see how the bikes ride and learn the system. Then, depending on where they work and live, they buy the $75 annual membership.”
Sarah Press, Project Fixup’s CEO, says she fully expects more than 100 of the company’s 2,500 Chicago users to sign up. Previous themes involving craft beer, philanthropy, and other rallying points have all done at least as well.
When asked whether a humid ride through traffic is particularly conducive to conversation, Press admitted it might be hard to gauge the chemistry while dodging cabs. To keep lovebirds from getting doored, part of the set-up includes an expectation that would-be couples will grab coffee or a drink afterward. And Project Fixup will recommend routes that have plenty of bike lanes.
For Divvy, it’s more data as they tweak their marketing plan. “Our approach all along has been experimental,” Greenberger says. “In terms of tracking, we’ll see how many of [the codes] get redeemed, how many become annual members.”
And being mobile on a blind date could be a blessing. As Project Fixup’s website notes, “if it doesn’t work out, you can always make a quick escape.”