By 2012, Polaris off-road vehicles faced a familiar but difficult question: how to get more of the right people experiencing the thrill of their off-road lineup? They answered by engaging SixSpeed to develop, manage and execute the Polaris Experience Tour. With 20+ stops every year, the tour has connected thousands of riders, families and friends across the country with one-of-a-kind brand experiences. Strategically targeting stops at existing events and ride spots has helped the Polaris Experience Tour become the off-road innovators’ #1 sales conversion tool. But more importantly, it’s proven to the off-road community that Polaris delivers their brand promise like no other brand can.
The Experience Tour began by realizing a few truths within RZR’s off-road category. RZRs sell 5-to-1 against the next closest side-by-side competitor, and once people drive a RZR, rate of purchase data says they’re out to own one. It only seemed natural to create a demo event that gave consumers the opportunity to get behind the wheel, step on the gas and experience razor sharp performance for themselves.
SixSpeed lead the creative, strategy and production development for Experience Tour. The event focused on giving consumers an authentic hands-on experience with the latest Polaris off-road vehicles. That meant doing away with hay bales, caution tape and parking lot courses, and instead providing a real life, second to none off-road driving demo that showcased each vehicles’ true capabilities.
Simply show up, buckle up and go.
The first Experience Tour was an immediate success for Polaris with 6 demo stops and 1,000 consumer rides. Now entering year three, we’ve planned 22 demo stops coast-to-coast, 4,000+ projected consumer demo rides, a rider registration app SixSpeed built from the ground up and so much more.
There’s no debating Polaris’s influence on the off-road community. Programs like the Experience Tour allow off-road vets and rookies alike to have an authentic demo experience from behind the wheel—where wanters become buyers, and skeptics become converts. SixSpeed is proud to play a vital role in continuing the success of Polaris Experience Tour for years to come.
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