POLARIS – RANGER COUNTRY USA

Challenge

With Polaris gearing up to produce their one-millionth RANGER, the No.1-selling utility side-by-side vehicle, they turned to The Brand Amp to create a national campaign that celebrated the owners who helped Polaris reach this milestone.

Solution

The Brand Amp developed RANGER Country USA, a program that celebrated communities that have made RANGER a crucial part of their daily lives. The national campaign narrowed a large list of candidates down to five towns that we created profile videos for and asked consumers to vote for the town they believed was most-deserving.

By leveraging its expertise in PR, Event Management, Promotions and Video Content Creation, The Brand Amp efforts focused on launching the campaign, coordinating the RANGER Country celebration and creating captivating video content. The Video Content Creation team shot video profiles of each town, showcasing the beauty of the land and the authenticity of the people. The PR team supported the launch of the campaign with proactive media relations, securing interviews with the campaign spokesperson, country music star Jake Owen and confirming media attendees for the winning town celebration on April 12, 2018.

The Brand Amp Event Management Team facilitated Jake Owen’s private concert as part of the RANGER Country celebration and naming ceremony in Pinedale, WY. ­­­The program’s runner-up towns were also commemorated for their participation with vehicle donations to three local deserving groups which were also managed by The Brand Amp events team.

Results

The program exceeded established impression and advertising value goals with earned placements in Billboard, People Music, Entertainment Tonight, KTWO-TV (ABC, Wyoming), AG Daily, UTV Underground, Dirt Toys, among others. A total of 18 compelling videos were produced by The Brand Amp Video Content Creation team including the RANGER Country USA winner announcement featuring Jake Owen.