• Social media drove fishermen to a teaser microsite. The site included adrenaline-pumping video showing the breakthrough acceleration.

  • When Alton Jones talks, bass fishermen listen. Our print campaign included the endorsement of leading anglers.

  • Streaming updates from the Miami Boat Show product launch got a rave response from fans.

  • Because anglers spend so much time on the water, away from their computers, we created a streamlined mobile version of the website.

  • After the product launch, the V MAX® SHO™ microsite went full speed ahead with a pro section, forums, blogs and demo tour updates.

  • YouTube videos, Twitter feeds and pro endorsements are great but nothing is more convincing than a seat-of-your-pants demo ride. Direct mail targeted potential buyers.

the challenge

Yamaha was recognized as a leader for quality and reliability in both the saltwater and freshwater boating worlds. The competitive bass fishing community, however, was skeptical about four stroke technology, considering these outboards too heavy and lacking the necessary hole shot/acceleration. To make the new four stroke a success, we had to overcome skepticism, build interest and get fishermen to attend demo rides.

the solution

Use the endorsement of top pro anglers to generate buzz prior to the product launch. Through a multi-media surround strategy, convince bass fishermen that this is a revolutionary four stroke: This changes everything.

the results

  • More than 60,000 total visits to the microsite during pre-launch burst

  • More than 16,000 video views on YouTube and Facebook

  • More than 250 consumers took demo rides the first weekend they were offered