Getting Social with Slow Roll Detroit

September 17, 2015 - By: Sarah Pease

Every Monday, from the beginning of April to the end of October, thousands of people take to the streets of Detroit… on bicycles.
Slow Roll Detroit
is the passion project of Detroit Bike City co-founders Jason Hall and Mike MacKool. The premise is simple: show up, make new friends, and have a good time. There are no flashy outfits and there’s definitely no race to the finish line. Hall and MacKool knew
those types of rides already existed
and wanted to create something different. Slow Roll offers a non-intimidating environment for everyone and since being social is the endgame, they engage their audience through social media.
Still widely viewed as the
most popular social media platform
, Facebook is perfect for Slow Roll’s message/brand/event since it appeals to people of all ages. Over 10,000 followers stay informed with posts on upcoming rides, pictures, and media coverage.
Images tell a story and thanks to Instagram, Slow Roll gets to tell a positive one about Detroit. The almost 6,000 followers instantly see the fun and friendly atmosphere these rides promote. For those who like moving pictures, you can check out the action on
Phoster by Bucket Labs
While the 12 to 15-mile route changes weekly, Slow Roll keeps the brand message consistent with the inexpensive Apple app ($1.99!) Phoster. Using templates to create posters gave Slow Roll
a great viral kick
and helped increase participation.
Speaking of Apple… last year Hall was chosen to star in an
iPad commercial
focusing on the apps and social media tools that are used to organize, promote, and map the rides.
Would you try Slow Roll if it came to your city? Tell us in the comments.
Photo Credit: