How do you reach the market that everybody wants a piece of: Dirt Bag outdoor enthusiasts? We know these types (because we are these types). They’re super savvy and they see right through the bull shit. You can build all the sexy creative you want, but if the product doesn’t kick ass, you’re going nowhere. Fortunately, that’s not a problem for O.A.R.S.
O.A.R.S. wanted to reach deeper into the core outdoor market while simultaneously highlighting one of its most sought-after trips: whitewater rafting through the heart of the Grand Canyon. The Livin’ the Dream campaign (which launched this week) does just that.
The campaign’s success is based around a remarkable incentive and several strategic partnerships. The incentive: A trip of a lifetime through the Grand Canyon. But not as a guest; as a swamper (technical term for “guide apprentice”) with O.A.R.S.. It’ a chance to step behind the wheel and get your hands dirty; Experience what it’s like to live the dream as a Grand Canyon river guide (pronounced “Gawd”) as a member of the O.A.R.S. crew. Two weeks, 280 miles, one epic experience.
The partnerships: Want to really plug into the outdoor market? It’s all about developing strategic partnerships with brands bigger than your own. It gave us an incredible amount of reach where all partners involved benefit. In this case it was The Clymb, Teva, and NRS. We build the app, they help with the promotion. We all win.
The result: 3,300 new Facebook fans (a 22% increase) and nearly 800 contest entries in the first 24 hours (and still growing strong!).
Take a peak, even enter to win. We’re confident you won’t regret the experience: bit.ly/GrandCanyonRafting
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