CASE STUDY

POLARIS ADVENTURES

Based in Minnesota, Polaris® Industries is a $6 billion brand and one of the world’s largest powersports companies. Launching a new business operation, WildRock came alongside the Polaris team to bring Polaris Adventures, the first-ever national network of ride-and-drive experiences, to life in 2017. Following the national launch of the program, they partnered with WildRock to continue to grow Polaris Adventures through social media promotion, fan growth, generating local, regional and national PR placements, influencer partnerships, a brand ambassador program, traditional advertising and more. As the brand and internal team grew, so did the need for WildRock’s support. In 2021, Polaris Adventures expanded WildRock’s role to assist with launching the first-ever powersports subscription program. Over the years, WildRock was at the table for all critical marketing decisions and helped execute many major milestones.

Our Approach

WildRock worked with Polaris to launch the Polaris Adventures program and then continued supporting the brand as both strategic advisors and tactical implementors to grow brand awareness and drive conversions. WildRock was the champion of a wide variety of marketing channels and tactics, building nearly all of them from ground zero. Over a five-year partnership, WildRock supported the Polaris Adventures program helping it grow to nearly 200 individual Outfitter locations nationwide, generating more than 1M rides. After the program concept was established and proven, WildRock also helped to strategically navigate new marketing opportunities and partnerships as well as launch the first-ever powersports subscription program. Consistently exceeding established goals each year, WildRock was a trusted partner responsible for executing a robust and dynamic strategy by working closely with Polaris Adventures leadership, marketing and sales team members and key players from Polaris headquarters.

Awards

Services Rocked

Strategic Planning
Public Relations
Public Relations
Social Media Management
Influencer Marketing
Brand Ambassador Marketing
Advertising (Print & Digital)
Campaign Development
Content Creation
Event Planning
Email Marketing
Graphic Design
Partner Relations

170+

Media Placements

490M+

Est. Media Readership

85%

Avg. YoY Social Media Following Growth

46.6M

Digital Ad Impressions

30+

Influencer Activations

12+

National Campaigns

Unleash the Adventure

In 2019, WildRock “hit the gas” on marketing with an integrated campaign coined Unleash the Adventure. The goal was to execute a memorable and inspiring initiative aimed at the travel and tourism market while staying true to powersports roots. Following both primary and secondary research, WildRock developed four audience personas to target and pursued appropriate channels and tactics to reach the right people at the right time with the right message. The Unleash the Adventure campaign saw huge success in increasing awareness with the intended audiences.

With a goal to land five media placements, WildRock secured 10 with a combined circulation of 1.3 million. Social media fans grew by 14,200 in the first two months (over 190% growth), surpassing the 25% metric. Influencer activations had impressions totaling 153,500 and billboard placements averaged 746,000 weekly impressions, which Outfitters loved! Print ads were equally as impactful with a circulation of 281,000 and provided showpieces for Outfitters as well as executives. The campaign drew the attention of Polaris corporate and later we collaborated to begin an even larger campaign for the following year.