Polaris Slingshot, a global power sports leader that has been fueling the passion of riders, workers and outdoor enthusiasts for more than 60 years, launched it’s first-ever national advertising campaign.
The month long campaign set out to educate a new thrill-seeking audience who embraces adrenaline and attention by daring consumers to ride a Polaris Slingshot.
The brand leveraged the college basketball’s championship tournament in March.
“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,” the release explained
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.
“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, in a statement. “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.”
