Victory | Promotions
<h2 class="h3">Top gear promotions and activations</h2>
When Victory Motorcycles asked us to build out their seasonal and monthly promotions, we developed a full marketing calendar that featured major partnerships, social activations, and monthly outreach that would merge sales and branding.
<h3 class="h6">"RED TAG RUSH"</h3>
Quarterly motorcycles sales increased 50%
<h4 class="h6">2015 POLARIS ANNUAL REPORT</h4>
We transformed a stodgy year-end clearance promotion into Red Tag Rush. It was the same deal, but with a cohesive and high energy identity. The shift led to double digit sales growth for that promotion’s quarter on a year over year basis.
Hero’s Metal
When Victory Motorcycles wanted to create a promotion for service men, women, veterans, police, and fire fighters, Tattoo Projects encouraged them to honor those who serve with an evergreen promotion that could be added to any other promotion.
<h4 class="h6">PRINT ADS</h4>
When Victory Motorcycles wanted to create a promotion for service men, women, veterans, police, and fire fighters, Tattoo Projects encouraged them to honor those who serve with an evergreen promotion that could be added to any other promotion.
The Hero's Metal Promotion wasn't a discount; it was a privilege for us to offer those who served.
“More than 30 percent of Victory bike owners are active duty military or veterans and our brands represent this dynamic new generation of veterans who are looking for innovation."
Allison Jaslow, IAVA Chief of Staff
<h4 class="h6">HANG TAGS</h4>
The Hero's Metal campaign rolled from tradeshows and bike rallies to direct mail and their website. It earned Victory Motorcycles a legion of new riders.
National Burnout Day
Motorcycle sales decrease significantly during the winter months. Rather than settle for the status quo, Tattoo Projects created a national holiday that promoted accessorizing your motorcycle during the winter. Instead of discounting motorcycles, we encouraged people to accessorize their motorcycles.
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<h4 class="h6">"NATIONAL BURNOUT DAY"</h4>
On February 28th, thousands of riders rolled their motorcycles out into their driveway and defied mother nature with a burn out.
<h4 class="h6">PROMO STICKERS</h4>
Instead of heavily discounting motorcycles like most companies do during the winter months, we encouraged people to accessorize their motorcycles.
<h4 class="h6">HANDLEBAR POINT OF PURCHASE</h4>
Accessories have the highest profit margin, so this promotion smartly increased top line revenue without slowing bottom line profit.
20% increase in accessory sales year over year
<h2 class="h4">OVER 130,000 ENGAGEMENTS ON SOCIAL MEDIA</h2>
<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
