POLARIS

Launching the Next Class of Polaris RZR

THE SITUATION

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.

THE CHALLENGE

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.

atv in the desert
atv in the desert
headlights and a team of racers
headlights and a team of racers

Calling all brand ambassadors

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.

graphic of a rzr
team getting ready for race
team getting ready for race
bearded man behind an rzr
bearded man behind an rzr
five phones displaying digital ads for the event
five phones displaying digital ads for the event
after race high fives and female racer behind the wheel
after race high fives and female racer behind the wheel

Results & Momentum

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.

30

OFF-ROAD INFLUENCERS

21

PRESS & MEDIA GUESTS

+30

CUSTOM VIDEOS CREATED

+1,000

PHOTOS EDITED & DISTRIBUTED

589

POSTS

67,504,007

IMPRESSIONS

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