Indian Scout Launch

As AOR for Indian Motorcycle, Skyya relaunched the most iconic bike in American motorcycling, the Scout, more than 60 years since its first launch. A rapid-fire stream of news introduced the two-tone bikes, 2015 model year editions and new model. While consumers and media were curiously awaiting news of the Scout, a “Not Done Yet” campaign made its way across social media channels to ensure anticipation was high for the 74th Annual Sturgis Motorcycle Rally. The reveal showcased the bike on the infamous Wall of Death and leveraged brand ambassadors Mark Wahlberg and Mike Wolfe of reality television Series “American Pickers.” A media partnership with the HISTORY Channel and a brand partnership with Jack Daniel’s were also key elements of the launch.

RESULTS

• 123 unique Scout-specific stories and 200+ Polaris related stories resulting in more than 2.6 billion unpaid impressions across 60+ business, lifestyle, automotive and local publications.
• 15 feature stories with several untapped lifestyle and consumer-facing online publications including Men’s Journal, AutoWeek, AutoBlog, Road&Track, MAXIM and inclusion in Esquire’s Black Book issue.
• 6+ top tier media participated in a 3 day press trip for the Sturgis Motorcycle Rally fully immersing key media in a major company milestone and providing a full brand experience.
• 7+ key media participation from LA with Forbes, USA Today, Wired, Top Gear, Los Angeles Times and Men’s Journal.
• 10+ curbside interviews in NYC to the offices of Bloomberg Television, Insider, FORTUNE, Men’s Journal, The New York Times, Men’s Fitness and more.
• 20+ city demo tour across the nation for consumers to ride the Scout.
• Awarded a Gear of the Year accolade from Men’s Journal.
• Continued dealer interest as the company built up a network of nationwide dealers.
• Secured a Wall Street Journal headline (in print and online) that read “Polaris Throws Down Against Mighty Harley-Davidson”.