Polaris ORV tapped The Brand Amp team for all things Dakar 2025 coverage. What is Dakar you ask? Often labeled the world’s toughest off-road race, spanning over 5000 miles through the barren deserts of Saudi Arabia. With the goal of telling the story of this epic race, the integrated team at The Brand Amp headed to the other side of the world to capture the action. The TBA Content team produced, shot and edited a six-episode series, titled Defending Dakar, that followed the RZR Factory Race team’s journey as they prepared to race, and then throughout the two-week adventure in the desert. Tasked with covering the race from afar, The Brand Amp’s Social Media team planned and executed daily coverage across Polaris RZR’s social channels to drive awareness and celebrate the team’s success along the way. The PR team pulled out all the stops for this event, flying to Saudi Arabia with two key media partners to give them an exclusive experience for the opening ceremonies and first three stages of the race. The coverage before, during and after generated incredible results for the Polaris team, netting nearly 7 million impressions across social channels, and garnering 61 total media placements, with 154 million in total audience reach. These results underscore the effectiveness of TBA’s integrated strategy and its ability to drive meaningful awareness and influence around key brand moments.