Bringing the Excitement of RV Travel to the Heart of the Big Apple
As Winnebago Industries’ Grand Design prepared to expand from the towable to motorized RV market with the Lineage, a new (but already announced) product, Padilla and SHIFT broke the mold of traditional industry launches and brought the excitement of RV travel to the masses.
Insight
After in-depth analysis of the audience and RV launches, we knew that the industry had been rehashing the same launch tactics for decades, aimed at niche audiences of industry insiders and fans. To break this launch model and reach a larger consumer set, we needed to be different.
Idea
We planned a first-of-its-kind “Ultimate Glamping” pop-up event in Bryant Park, NYC with Lineage tours and camping-inspired activities. Ahead of the stunt, we kicked off a sweepstakes with the winner going to NY for the event, and included influencer ambassadors to maximize reach and engagement.
Impact
The Lineage launch event was a resounding success, and the sweepstakes engaged 3,100 contestants. Within four months, the 100th Lineage rolled off the manufacturing line, indicating strong demand and marking an impressive milestone for new RV models, as covered by two industry outlets.
Results
1.2B
Media impressions
63
Unique pieces of content
752K
Followers reached
Awards
Reach Out
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