Marketing Werks recently partnered with Victory Motorcycles to connect the brand with fans at the 73rd annual Daytona Bike Week. The brand site, located at Daytona International Speedway, allowed fans to interact via a new, digitally-enhanced Victory Motorcycles experience.
With data capture as the overall objective, the solution seamlessly integrated digital lead generation technology into the 150’x50’ branded footprint. Pairing the technology with RFID bracelets allowed consumers a chance to win a custom Victory Motorcycle, register to receive product information and share pictures of themselves on a Victory bike to their social profiles. Additionally, brand ambassadors connected with fans with education and benefits of the motorcycles.
Offsite activities and promotions helped to create additional buzz in-market. During Random Acts of Victory, groups of Victory Girls visited establishments along Main Street and treated consumers to complimentary food and beverages. The “Find the Gunny” bar promotion allowed fans to share their passion for Victory Motorcycles during a meet and greet with actor R. Lee Ermey, better known as Gunny from his role in Full Metal Jacket. Fans also shared photos with Gunny socially using the custom #FoundTheGunny picture frame.
This activation is the most advanced data capture effort to date from Victory Motorcycles and continues to exceed goals thanks to organic social media activity.
