MINNEAPOLIS, April 13, 2017 /PRNewswire/ -- With a
disruptive voice and a far-reaching campaign, Polaris Slingshot set
out to educate a new thrill-seeking audience who embraces
adrenaline and attention. The first-ever national advertising
campaign, designed to build the brand's awareness, leveraged
college basketball's championship tournament in March. The
month-long campaign that "dared" consumers to ride a Polaris
Slingshot was nothing short of a success.
The effort delivered strong results and positive KPIs for
Slingshot, a three-wheeled, open-air roadster that combines exotic
looks with raw performance and literally created and redefined a
category for thrill-seeking adrenaline and attention
junkies. Among the highlights included:
- A 37% increase in website visits during the month versus
2016
- The second-highest web traffic day in Slingshot
history on the first day of the tournament
- A total reach of nearly 281 million fans, inclusive of
national, local television and paid digital
- A record 24,000 new consumers seeking to gain more information
on Polaris Slingshot products
- A robust national satellite media tour with NBA legend and
all-time leading 3-point scorer Ray
Allen, which reached an earned media audience throughout the
top national sports outlets
The integrated media campaign included national and regional
television, social and digital media buys showcasing new creative
from agency of record Team One. Advertising schedules were
showcased not only in the games themselves, but amongst tournament
shoulder programming on ESPN and CBS Sports Network. The edgy
creative took viewers on a journey highlighting the aggressively
styled Polaris Slingshot from different angles ultimately "daring"
the viewer to drive one at their local dealer while introducing the
brands new beacon "Slingshot to the Edge".
"We committed to kicking off the buying season with a bang,
leveraging the month of March to drive a broader audience to the
brand," said Kevin Reilly, Vice
President, Marketing. "The impact and reach was a perfect way to
kick-start our promotional efforts and the awareness generated will
build momentum for the brand while supporting our nationwide dealer
network."
For more information about Slingshot visit
PolarisSlingshot.com. Follow us at
Facebook.com/PolarisSlingshot,
@Slingshot on Twitter and
@polarisslingshot on Instagram.
About Polaris
Polaris Industries Inc. (NYSE: PII) is a global powersports leader
that has been fueling the passion of riders, workers and outdoor
enthusiasts for more than 60 years. With annual 2016 sales of
$4.5 billion, Polaris' innovative,
high-quality product line-up includes
the RANGER®, RZR® and Polaris GENERAL™ side-by-side
off-road vehicles; the Sportsman® and Polaris
ACE® all-terrain off-road vehicles; Indian
Motorcycle® midsize and heavyweight motorcycles;
Slingshot® moto-roadsters; and Polaris RMK®, INDY®,
Switchback®and RUSH® snowmobiles. Polaris enhances the riding
experience with parts, garments and accessories, along with a
growing aftermarket portfolio, including Transamerican Auto Parts.
Polaris' presence in adjacent markets globally include military and
commercial off-road vehicles, quadricycles, and electricvehicles.
Proudly headquartered in Minnesota, Polaris serves more than 100
countries across the globe. Visit www.polaris.com for
more information.
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SOURCE Polaris Industries Inc.