BFGoodrich defines the off-road tire category and in 2018 they introduced the world to the much-anticipated BFGoodrich Mud-Terrain T/A KM3. This isn’t a typical tire brand and it was essential that the launch event for their tire was anything but traditional—because an adventure seeking audience is interested in experiences, not ad campaigns. That truth set our wheels in motion.
Polaris RZR, the world leader in off-road adrenaline, was set to launch their all-new RZR Pro XP. This was going to be the biggest product launch in the history of the brand, as the ProXP was engineered to usher in the next generation of RZR vehicles with its unbeatable combination of pro performance, visionary design and brute strength.
Polaris came to us looking for ways to showcase this new class of machine in a way that would leave no doubt in consumers minds that RZR is the world leader in off-road adrenaline.
But how to best talk to RZR’s core audience? Legacy media simply wouldn’t achieve the needed immediacy or reach. And traditional Ride & Drive events are limited in the number of people they influence. We needed to be seen, heard and believed in real-time on a wide scale.
We created a brand-immersive launch event, inviting top off-road ambassadors, influencers and endemic press to experience this untouchable machine up-close and in-person. Giving each of them an experience they couldn’t help but talk about, our reach would be more authentic and expansive than just RZR-owned channels or a consumer experience could hope to be. We allowed attendees to capture their own content, and even sent them personalized links from the event to use. We also had a production team on-hand to document the resulting energy and excitement, giving us even more shareable content to shape.
We then coordinated everything to coincide with the vehicle launch, creating an inescapable buzz within the industry, filling the community channels with immediate, authentic and engaging content that was impossible to ignore.
One month after the event our attendees and Polaris owned social generated 589 posts leading to 67,504,077 impressions and an inescapable buzz about the new machine, completely silencing the other major manufacturers product launches.
OFF-ROAD INFLUENCES
PRESS & MEDIA GUESTS
CUSTOM VIDEOS CREATED
PHOTOS EDITED & DISTRIBUTED
POSTS
IMPRESSIONS
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