MINNEAPOLIS, MN – The first ever national advertising campaign for the Polaris Slingshot “was nothing short of a success,” the OEM announced late last week. The month-long campaign in March, which dared consumers to ride a Slingshot, leveraged college basketball’s championship tournament and ended up reaching nearly 281 million consumers via television and paid digital avenues.
“The effort delivered strong results and positive [key performance indicators] for Slingshot,” Polaris said in a press release. Among the highlights listed by Polaris:
- A 37 percent increase in Slingshot website visits in March 2017, compared to March 2016;
- The second-highest web traffic day in Slingshot history on the first day of the tournament;
- A total reach of nearly 281 million consumers via national and local television, and paid digital campaigns;
- 24,000 new consumers seeking to gain more information on Polaris Slingshot products; and
- A national satellite media tour with NBA legend Ray Allen, reaching an earned media audience throughout the top national sports outlets.
The integrated media campaign included national and regional television, and social and digital media buys showcasing new creative from agency of record Team One. Advertising schedules were placed in the games themselves, as well as 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,” Polaris said.
“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 of marketing at Polaris. “The impact and reach was a perfect way to kickstart our promotional efforts, and the awareness generated will build momentum for the brand while supporting our nationwide dealer network.”