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 using a competitive vehicle to buy a BRP for their next purchase, the brand needed to explore new territories.
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:
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.
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.
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.
1- Find Lands
Before even connecting with the riders, we had to find exciting lands for them to ride and play on.
Our first step was to attain and populate our platform with exciting Uncharted Playgrounds. So, we reached out to landowners through a highly geo-targeted Search and Social campaigns across North America.
Working in tandem with on-site BRP field managers, we targeted Off-Road fanatics with social placements while also using lists of existing BRP owners.
2- Invite Riders
Once Uncharted Playground was live with a variety of locations and lands to be discovered, we promoted it to riders to book their next adventure!
Using geographic filters, we targeted riders with lands no further than a 3-hour car ride from their location, seducing them with imagery from other riders exploring new playgrounds near them. While also hyping it up with grassroot events at some of the most popular lands on the platform.
To be relevant to riders and gain their trust, we used awareness tactics with longer form dynamic video content to promote the platform. In addition, we leveraged lookalike and retargeting audiences to target specific engaged users to generate more bookings.
3- Optimize and Share
The platform provided invaluable data for optimizing BRP’s always on digital campaigns in programmatic, social and search. We leveraged booking, engagement, and visitor data to adjust in real time our promotional offers regionally for our rider to buy a new BRP vehicle. It also helped us to identify high-potential markets for future dealership development.