Uncharted Playgrounds
BRP produces world-class all-terrain vehicles for adventure seekers. Its biggest barrier to growth is the limited opportunities to ride and accessibility to land open to their vehicles across North America. To attract existing riders to buy a BRP for their next purchase, the brand needed to explore new territories.
A business success
The insight
Over the past years, the rise of urban sprawl limited land access for BRP riders and led to more strict regulations around riding areas. In some cases, it limited the creation of new off-roading circuits.
Driven by the idea of discovering new kinds of experiences, off-road riders saw their level of excitement diminished. The possibility of being surprised by a new course was now a luxury.
This tight-knit community quickly turned to social media and group discussions to share new riding opportunities. This is when the quest for available lands began!
As we were observing the community cooperating, helping each other find the perfect spot, we saw an untapped opportunity.
What if off-road riders were no longer confined to their own piece of land and were given the freedom to discover someone else’s mud paradise for a day?
On the other hand, what if landowners could rent their land and give riders the opportunity to have access to a multitude of new outdoor experiences?
For landowners, it is a way to monetize the usage of their underutilized and sometimes underrated lands. For riders, it opens the doors to a world of new path to ride.
A win-win situation really.
This is how Uncharted Playgrounds was born. Uncharted Playgrounds is an online booking system that connects riders to landowners. Think Airbnb... but for off-road riders! How does it work? Simple: the platform provides new lands to explore for riders and new revenue opportunities for landowners. A win-win! The launch of this ground-breaking platform took place in three steps:
1- Find Lands
Before launching the publicly, BRP had to populate the platform with existing and exciting lands. We reached out to each and every landowner through a highly geo-targeted search and social campaigns across many regions of the United States inviting them to sign up to Uncharted Playgrounds.
Since our goal was to offer as many different experiences as possible, it was key to the platform adoption to have a variety of locations, course types, availability and prices.
2- Invite Riders
Once the platform was live with multiple locations and lands to be discovered, we encouraged riders to book their next adventure through Uncharted Playground and explore new territories through targeted digital publications across the USA.
3- Optimize and Share
As bookings occurred in many different regions, we adjusted our campaign based on real-time results. These results quickly became an invaluable source of insights for the growth of the platform, but also all BRP brands for new vehicle purchase and market development.
We began to leverage booking and online visitor data as well as engagement metrics to adjust our promotional offers to buy a new BRP vehicle regionally.
The Execution
A successful campaign
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