TREK BICYCLES

Since 1976, Trek Bicycles, based in Waterloo, WI, has been designing and manufacturing some of the world's finest bikes. In the summer of 2005, when Trek cyclist Lance Armstrong decided to make a run at his seventh Tour de France win, the company wanted a summer promotion to bring Tour fans across the country together at their local Trek dealerships.

Milkshake developed a campaign called "Lucky 7" that brought crowds of cycling fans to dealers to watch and cheer Lance on together. The website garnered half a million registered players in just 22 days, making this one of Trek's most successful promotions ever.