From the beautiful landscape that stretches from the mighty Mississippi to the St. Croix River, the MN Major River-to-River Ride was born. The brainchild of motocross champion Ryan Dungey and Target Corporation, this 100k ride through the scenic St. Croix River Valley has grown immensely since it’s inaugural event in 2012, all to support the St. Jude Children’s Research Hospital and their mission to eliminate childhood cancer.


Target came to us to help promote motocross champion Ryan Dungey’s presence on their team. Soon after, the MN Major River-to-River Ride was born. Using the 100k bike ride as an incubator, the Minnesota biking community would be brought together to help drive each other and the success of St. Jude’s cause.


We took a grassroots approach to build support and interest in the MN Major. By setting up informational stations at biking events and on popular bike destinations like Minneapolis’ Chain of Lakes and the Grand Rounds Scenic Byway, we engaged directly with our audience where they’re most active and interested in talking about ideas they can get behind—like a family-friendly cycling event that raises money for families in need.

Staying true to the grassroots strategy, we managed all social media through Ryan Dungey and our partners Target, Skullcandy and St. Jude. We focused messaging on St. Jude’s library of inspirational stories, the selfless work of the hospital itself and the culture of bicycling.


In 2013, over 500 riders helped to raise $104,000 for St. Jude. As the July sun washed brightly over the MN Major event, the people of Minnesota banded together to follow Ryan Dungey. With this solid foundation set, the warmth and selflessness displayed by Ryan Dungey, Target and St. Jude can continue to grow and flourish for years to come.