Because You Asked

Never let a crisis go to waste.

The bottom line up front: In 48 hours, Continental's motorcycle tire team went from closed offices to a steady stream of video. Because You Asked answered riders' tire questions on camera, cost nothing to push, and kept content flowing through COVID. Role: built and produced the series.

The question: what do you do when a crisis hits?

01What we saw: 48 hours

Continental's Americas office in Fort Mill, South Carolina, ran everything from Alaska to Argentina. Then COVID hit, and Continental told staff its offices would close. The rest of the world closed too, Germany included, so content from everywhere else dropped off like a rock.

The whole job was selling tires, and without content there was no way to do it. Big projects were already in the pipeline, including the Fate and Fervor adventure film Altered Canvas. The catch-22: how to build content quickly, with no budget, no money and no time.

02What we built: one question, one episode

The answer was cheap and fast. Each episode took one question from riders and answered it on camera. The team called them the garage videos because they were filmed in a garage. Every episode carried the same name, Because You Asked.

The first six episodes, from Continental's U.S. motorcycle channel on YouTube:

Because You Asked: ContiRoadBecause You Asked: TKC70 RocksBecause You Asked: TKC70 Dual SportBecause You Asked: ContiMotion Sport TouringBecause You Asked: SportAttack 4Because You Asked: ContiTour

03What happened

The first episode, on ContiRoad, went up on April 2, 2020. The series spread across Continental's social channels around the world, and other teams reused the same videos. It became a continuing supply of content that cost nothing to push and ran organically.

For scale: the six main episodes have about 114,000 views on YouTube alone, as of October 19, 2026. Other channels are not counted.

04A continuation: Neale Bayly

Neale Bayly is a motorcycle writer and influencer, well known across the industry. He worked on many of these projects with the Continental team and appears in the later videos. In the early ones, Jeff Reid was alone on camera.

Three of the videos with Jeff Reid, from Continental's U.S. motorcycle channel:

What's the deal with the Red Dot on Motorcycle TiresWith Neale Bayly · Sept 2021Motorcycle tire age, with Neale and JeffWith Neale Bayly · Sept 2021TKC70 Rocks & TKC70 Put to the TestJeff Reid · Feb 2021

Neale's public background, in brief:

• A longtime journalist and photographer. He co-hosted Trippin' on Two Wheels, then created Neale Bayly Rides. Cycle News
• Born in England, he now lives in North Carolina, and has ridden in more than 80 countries. ContiMoto USA Blog
• He founded Wellspring International Outreach for at-risk children. Rider Magazine

Continental's profile of NealeContinental UK: Neale Bayly's Bikes

05What could have been better

Knowing what we know now, the videos would go deeper than "the tire." Six or seven specific things per tire, each one turned into a lesson. The team learned this along the way. The red dot video, with Neale, answered a question people kept asking: what does the red dot mean?

One tire breaks into a dozen stories: the parts, the materials, each technology. One tire could yield about 60 videos from one person talking.

You do not need footage of people riding. Talking about the tire with bikes in frame works just as well. The on-road shots the team started doing again were not necessary. People like action, but nine out of ten just want to know about the tire and its technology.

Every Continental tire is German engineered, with many technologies and materials, and telling that detail matters. The technologies are listed on Continental's motorcycle sites, and that is where half of the later questions came from. Just saying "German engineered" left a lot on the table.

06What we learned: See. Align. Execute.

In a crisis, act. Never let it go to waste. See what is in front of you: offices closing and a sales channel going with them. Align what is already there: a camera, a garage, riders' real questions and a client that needed content. Execute: one question, one episode, repeated.

A short answer to a real question travels further than a polished claim, and the format was cheap to repeat.

07Who made it possible

Daniel Solorzano, Continental The Americas, Sales and Marketing.

Jeff Reid, Continental The Americas, Sales.

Lewis Hill, Continental The Americas, Sales.

Fernando Magdaleno Muro, Continental The Americas, Sales for South and Central America.

Hugo Moreno, Continental The Americas, Sales for South and Central America.

Madonna Conroy, Continental The Americas, Bicycle Tire Marketing.

Neale Bayly, motorcycle writer and influencer. YouTube and Instagram.

Fate and Fervor, makers of Altered Canvas.

Continental Motorcycle Tires USA, on Instagram, YouTube and the ContiMoto USA Blog.