OUTDOORSY MOBILE TOUR
When Outdoorsy hired NRG to undertake a mobile activation to gain deeper insights about how best to engage its target demographic, we camped out. Literally.
What we did
RV rental site Outdoorsy is all about that van life. As a peer-to-peer marketplace, it connects RV owners looking to rent out their vehicle or trailer with campers looking to undertake their perfect road trip. They engaged NRG to help them develop a campaign that would drive data collection, brand awareness, new customer bookings, customer insights, owner supply, and brand loyalty.
Always up for the adventure, we hired a knowledgeable outdoor enthusiastic ambassador team to take the wheel for a 16-weeklong mobile tour, with stops at relevant outdoor retail stores, popular beaches and surf spots, participatory sporting events, outdoor music festivals, RV parks & campgrounds. They traversed Southern California with an Outdoorsy branded Revel 4x4 vehicle, which served as the centerpiece of our activation. At each stop, we set up branded touch points around the vehicle, creating an engaging camping area that invited guests in.
Our team engaged in countless meaningful conversations that deepened brand connection and led to the creation of new rental accounts. Following our interactions and sign-ups, a number of new customers booked trips or listed their RVs on the platform. As they get ready to undertake the road trips of their dreams, we’re already thinking about the next Outdoorsy experiential marketing adventure. And thanks to this activation, we’ve got a host of new qualitative and quantitative benchmarks to explore.
THE IMPACT
- 8,000 miles traveled
- 20 tier one events
- 6 counties
- 62 activation days
- 1,955 emails collected
- 187,674 impressions
- 25,111 deep engagements
- 8:25 average dwell time
- 101 renter sign-ups
- 27 owner sign-ups
- 4,876 postcards distributed
- 2,117 swag items distributed
