Scout Launch

To build industry excitement and garner mainstream attention, The Brand Amp worked as an integrated team to activate the following:

• Content:
  • The TBA Content department produced the brand’s first “Premiere” style launch video, a TV-quality YouTube show that served as the global reveal moment for the new Scout lineup that highlighted its storied history and debuted its future lineup. TBA orchestrated the entire production, including all creative development, location sourcing, set design, storyboarding and scripting, directing, shooting and editing. The Premiere featured a high-level set environment, show host, brand executives, and action/riding segments with product experts and relevant motorcycle influencers.
• Social Media:
  • The Social team executed a robust teaser campaign across four social platforms to drive awareness and sign-ups for the Premiere. Post launch, the team created a series of custom videos that were strategically shared in model-specific highlight windows to sustain relevance and provide each model its own moment in time.
• PR:
  • The PR team supported pre-launch efforts with proactive distribution of brand teasers with a “tune-in” CTA. In anticipation for launch, the PR team spearheaded an embargoed press conference with key endemic motorcycle, lifestyle, and mainstream news journalists. In addition to launch day proactive media relations to endemic and non-endemic media targets, the PR team sustained coverage with a multi-wave press ride – providing media a first-ride experience aboard the all-new, five-model Indian Scout lineup.
• Events:
  • The Events team spearheaded PR’s multi-wave global press ride in San Francisco. The team managed event logistics for both U.S. and international media, including ride route development, content capture plans, identifying on-brand hotels and vendors, as well as all guest travel coordination. The event featured three waves of 10-12 media, each with a two-day ride experience between five different Scout models.