Oakley BMX Demo Promotional Tour
Challenge
Oakley in an effort to reach and engage the youth market, Oakley chose to partner with 4 EON and launch a BMX roadshow across multiple cities throughout Italy to connect with this Italian audience face to face. Oakley wants to keep its market share as an extreme sports lifestyle brand, and it wanted to create a brand experience that would differentiate Oakley from other sports equipment, clothing companies, portrays them as outside of the mainstream and provide a unique channel between the brand ambassadors (athletes) and the audience.
Solution
The solution was to build a massive BMX ramp and obstacle course at each location, set up an inflated tent structure, the environment was part DJ studio, and part athlete hangout station. A dynamic mashup of music and professional x games level BMX demo offered the visitors the chance to meet their favorite riders, take in the beautiful sites of the city and of course sample Oakley products and giveaways. Key Elements Included: Managing construction crews to under tight time deadlines of setting a full contest demo course, multiple tents and branded signage. Hiring pro athlete brand ambassadors and attractive promotional models to work the event, interact with the crowd, sign autographs and hand out Oakley samples. Bringing in professional music, DJs and extreme sports announcers to keep the energy level high for the events. Event photo activation was set up to take photos with the fans and the athletes.
Results
With this unique event design, and engagement strategy, this Oakley mobile tour brought a significant amount of awareness and visibility to the brand, creating buzz that brought in thousands of new fans at each event stop. Oakley has been working with 4 EON over the course of 9 years on several different types of consumer activations including retail spots, mobile pop-up, motorcycle simulators.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.