Outdoorsy So Cal Mobile Tour

The overall goal of this discovery mission was to understand where our target demographic congregated and how to engage them tastefully with the brand. We hired a knowledgeable ambassador team to take the wheel, encouraging conversations with like minded individuals across the Southern California landscape. To encourage traffic, we outfitted our activation footprint with branded touch points and re-created an engaging camping area with an Outdoorsy branded Revel 4x4 vehicle as our center piece. We began the campaign with the intentions of reaching our target market of families, pet lovers, and high income young professionals, generating brand awareness within that demographic. To do this, we mapped out select areas and events throughout California that would allow us to hit our KPIs and increase renter engagement. We supplemented event days with Guerilla Marketing tactics to further engage our target audience. As the tour progressed, we started to focus our attention more on RV owners and particular new owner sign ups. Understanding the audience, we continued to build out the tour incorporating more relevant events and a focused guerrilla marketing approach targeting high traffic RV owner areas and even households. Although COVID created some challenges to the scheduling overall, our major location points included relevant outdoor retail stores, popular beaches and surf spots, participatory sporting events, outdoor music festivals, RV parks & campgrounds.