Bell Helmets is combining ink and iron in the latest promotion for its rad new Rogue Helmet with the winner receiving a free tattoo from renowned artist Corey Miller, Bell schwag and a trip to the Sturgis Rally.
On the heels of unveiling its new Rogue helmet, Bell today announced the details of an equally unique “Go Rogue” marketing campaign and consumer promotion that will send one lucky motorcyclist to the 2013 Sturgis motorcycle rally in South Dakota.
Bell’s innovative new Rogue helmet bridges the gap between the open-face and full-face categories and is primarily aimed toward cruiser riders who seek an open face helmet that provides an increased level of facial coverage for colder or harsh weather and road conditions. The Rogue campaign champions the free-spirited and oft-rebellious lifestyle that’s associated with this unique category of American motorcycle culture, and no destination event celebrates the “biker” lifestyle or the notion of “going Rogue” better than the legendary Sturgis rally.
At the forefront of Bell’s “Go Rogue” campaign is renowned American tattoo artist, Corey Miller. Miller is widely considered one of the true American “masters” of ink on skin, after decades spent honing his craft on the widest range of individuals – from underground outlaws and gangsters to the Hollywood and music industry elite. Miller’s five-year run on the popular TLC series “L.A. Ink,” provided a mainstream national and global stage for Miller’s masterful techniques in both traditional black and grey and vivid color work, catapulting Miller’s status from that of underground inkslinger to globally recognized artist. Bell tapped Miller not solely because of his masterful tattoo work, but also because of a passion for motorcycling that dates back to his childhood, riding dirt bikes in the foothills of San Bernardino County.
“I think most would agree that motorcycles and tattoos have always gone hand-in-hand, and I was thrilled when Bell approached me to get involved with them and the new Rogue helmet,” said Miller. “I can remember tattooing some local bikers in a beat up apartment for my first motorcycle – a chopped ‘57 rigid frame with a ’73 shovelhead. I ran a Bell Moto 3 for years, back in the day.”
Miller will be featured in Bell’s print and digital advertising campaign for the Rogue helmet, as well as be featured in a special Rogue video, capturing the unique lifestyle of the Southern California native and tattoo savant. The video portrays a day in the life of Miller, from slinging ink at his Upland, Calif., tattoo shop “Six Feet Under,” to riding motorcycles on the back streets of Los Angeles, to his other passion, playing drums with his instrumental surf rock power trio “Powerflex 5.”
“I’ve been doing the same thing for 30 years…,” Miller states in the video. “…Tattooing, playing drums and riding motorcycles. It’s not a bad gig.”
Taking the feel of the streets even deeper within the campaign is award-winning East Los Angeles street- and gang-life photographer, Estevan Oriel. Oriel’s uniquely raw and unbridled photographic portrayal of the street gang culture of East L.A. has earned him national recognition. His images will be used throughout the campaign, bringing with it a unique level of raw authenticity.
“Rogue is a helmet that defies convention from a design and functionality standpoint, but stylistically, its look is extremely raw and provocative, and we wanted to feed that provocative nature with a campaign that was equally raw and authentic,” said Casey Potter, Creative Director for Bell Powersports. “There’s an undeniable cross-over relationship between the tattoo and motorcycle cultures, and there aren’t many personalities that possess the same cross-over appeal with authenticity and credibility as Corey Miller.”
Bell’s “Go Rogue” marketing campaign is capped off by the national consumer promotion, offering the grand prize trip to the 2013 Sturgis motorcycle rally. In addition to the trip to Sturgis, the winner will also earn the right to be tattooed by Miller. Behind every tattoo is a personal story. To this point, Bell is asking consumers to compete for the trip to Sturgis by visiting the Bell Powersports page on Facebook and telling the unique story behind the tattoo they want from Miller. In addition to the grand prize trip to Sturgis and Corey Miller tattoo, Bell will also be giving away Rogue helmets and Bell apparel as additional prizes. The contest runs from March 5 through May 7th with seven weekly winners earning helmets and t-shirts and the grand prize winner being selected from the total pool of entrants at the end of the contest period. Consumers can enter the contest by visiting https://www.facebook.com/BellPowersports.
Featuring Miller within the Rogue marketing campaign is merely a starting point for Bell’s plans for the new helmet line and its relationship with the tattoo artist. The company is also planning a limited edition “artist series” line of Rogue helmets designed by Miller, expanding Bell’s “artist series” previously introduced within its other helmet lines with famed pinstriper Skratch (Custom 500), moto-designer Roland Sands (Star) and artist Derek Hess (Star).
For more information regarding Bell helmets, Rogue and the “Go Rogue” marketing campaign, visit www.bellhelmets.com or visit Bell on Facebook at https://www.facebook.com/BellPowersports.