Victory | Events
<h2 class="h3">How we outperformed Harley and Honda.</h2>
Several times a year, the entire motorcycle industry gets together. All the serious riders and all the press. Although motorcycle purchases are finished on the dealer floor, the momentum starts at motorcycle events.
Over 2 weeks, we developed a schedule of events that significantly increased the number of customers that would experience Victory Motorcycles. Or as sales says, “get butts in seats.”
<h3 class="h6">NESS REVEAL</h3>
We organized and promoted the reveal of Victory's collaboration with the Ness Family. They are considered the first family of motorcycle customization.
<h3 class="h6">MILITARY MONDAY</h3>
<h3 class="h6">TATTOO TUESDAY</h3>
The agency organized a full day of free tattoos for anyone willing to wait. From finding the celebrity tattoo artists to sterilization tools to filling out liability releases, the agency made it happen.
<h3 class="h6">WILD WEST WEDNESDAY</h3>
A mechanical bull customized with a Victory motorcycle seat and handlebars was trucked into the event.
<h3 class="h6">THROWDOWN THURSDAY</h3>
Tattoo Projects pulled off a 1 on 1 arm wrestling tournament. Tattoo’s responsibility ranged from signage and promotion to judging and keeping the peace.
<h3 class="h6">FUEL UP FRIDAY</h3>
This double feature event promoted free breakfast in the morning and free gas in the afternoon. Both events attracted lines that ran out of Victory’s booth and started encroaching onto Harley’s booth.
<h3 class="h6">THE V-SPA</h3>
Never underestimate a female motorcycle rider. Of the nearly one million attendees, 44% are women. So Tattoo Projects recommended something specifically for the ladies. The V-Spa was open every day for women to get a manicure and pedicure in colors specific to Victory’s premium line of custom paint.
Earned coverage in Motorcycle Cruiser Magazine, Rider Magazine, and Motorcycle.com.
How the Victory Gunner launched to the beat of the Chicago Bears drumline.
We timed the drumline performance at the tradeshow to attract everyone to the Victory booth, while we unveiled the gunner.
Gunner was named Victory's fastest selling motorcycle ever.
<h4 class="h6">2014 POLARIS ANNUAL REPORT</h4>
The Gunner was engineered to have the look of a classic bobber style motorcycle, but with modern performance. The Press Kit took a direct shot at the most popular bobber on the market, Harley’s Soft Tail Slim. Between the trade show drumline and the press kit, the media and riders knew the Victory Gunner was aiming in the right direction.
<h4 class="h6">GUNNER PRESS KIT</h4>
Daytona Bike Week
When Victory put their loudest sound system ever on a Victory, they didn't just launch the motorcycle. The Magnum X-1 co-headlined a concert.
<h3 class="h6">LAUNCH COLLATERAL</h3>
From the booth to the demo course, concert posters, koozies, and t-shirts drove attention to the big reveal at the Godsmack concert.
During their smash hit 10,000 HP, we unveiled Victory Motorcycles' loudest motorcycle ever.
X-1 DIGITAL PRESS KIT
Digital press kits were timed to be emailed to the media as the motorcycle rode onto the stage.
The fiscal quarter the Magnum X-1 launched, Victory set an overall sales record.
<h4 class="h6">2015 POLARIS ANNUAL REPORT</h4>
<h2 style="margin-bottom: 0;font-size: 2vw;line-height: 1.2;">Giving the gift of extra time.</h2>
Sheetz’s mission is to give people time back to do more of the things they love. In honor of Global Pay It Forward Day, we helped Sheetz put their mission into action with the “Time Back” campaign.
<p style="letter-spacing: 1px;font-weight: 800;line-height: 1;">"TIME BACK RECAP"</p>
<h2 style="margin-bottom: 0;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SOCIAL LISTENING</h2>
Leveraging social listening tools, we scrubbed Sheetz social platforms to pinpoint Sheetz Freakz who had fallen on hard times.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">RECIPIENT SELECTION</h2>
We then worked with the brand’s executive team to vet stories, select recipients, and donate unprecedented prizes to Sheetz fans who simply need some time back.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">MICROSITE DESIGN</h2>
We produced five beautiful videos of the in-person donations, telling each recipient’s story and showcasing their emotional reactions. On paid social, the videos drove visitors to a custom #TimeBack website, where we encouraged community members to pay it forward in their own lives.
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<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SELECT PRIZES</h2>
From financial aid and custom-wrapped vehicles to charitable donations and family vacations, Tattoo Projects tailored prizes to help each recipient make up for lost time and fulfill their dreams.
<h2 style="margin-bottom: 1vw;font-size: 2vw;">April McDuffie-Hodges</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">South Boston, VA</h3>
April’s business, Alexia’s Closet, had been severely damaged from major floods. Sheetz gifted her with a new car, $25,000 for her business, and a $5,000 donation to the American Heart Association in honor of her son.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Alan Jamieson</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">St. Mary's City, MD</h3>
An Associate Professor at St. Mary’s college of Maryland, Alan received a $25,000 donation to his school, a dream vacation to London, and a $2,500 Sheetz gift card to help fuel his students’ learning.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Todd Spurrier</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height:1;">Finksburg, MD
Todd Spurrier, a cancer survivor, runs a charity to raise awareness for the dangers of colorectal cancer. Sheetz surprised him with a $25,000 contribution to his charity, a custom-wrapped van, and a $500 Sheetz gift card.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Emily Spears</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Confluence, PA</h3>
Following a recent accident that totaled her car, Emily Spears was delighted to receive a brand-new car, $10,000 to help save homeless pets, and a dream vacation to Turks & Caicos.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size; 2vw;">Chris Bizzell</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Raleigh, NC</h3>
Chris is a track & field coach at East Cary Middle School and a self-proclaimed Sheetz Freak. The brand surprised him with a $25,000 donation to his school’s athletic department, a new truck, and a free trip to the Sheetz headquarters.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
“Standing behind our core values, we had a once-in-a-lifetime opportunity to surprise a few of our lucky fans with more of the things they love in order to help them enjoy all of the time back they get from shopping at Sheetz.”
Ryan Sheetz,
AVP of Brand at Sheetz
