BELL HELMETS – ROGUE HELMET LAUNCH

Challenge

Bell Helmets needed an innovative launch for the category-creating “Rogue” motorcycle helmet that was as unique as the helmet itself.

Solution

The Brand Amp developed a promotion designed to cross promote the Rogue within the tattoo culture. To make the connection in an authentic way, The Brand Amp secured LA Ink star and legendary tattoo artist Corey Miller as the official spokesperson for Rogue in 2013 and the featured artist for a limited edition line of Rogues to be released in 2014. The campaign included a “Trent Reznor-esque” teaser video, national print advertising, a Corey Miller media tour and product seeding effort.

Results

The Rogue launch was Bell’s most successful product launch in its 60-year history, generating twice as many sales as the company had projected, and helping to reestablish Bell’s legacy as one of the powersports industry’s most iconic brands.

44.7M

Media Impressions

$3.9M

Media Impressions