Case Study: Reinventing the Wheel

BACKGROUND:

Skyya was engaged as Indian Motorcycle’s AOR in October 2012 as a key member of the team chartered with the enormous task of resurrecting one of America’s oldest and most storied brands.

KEY OBJECTIVES:

Instill “confidence” in the new Indian Motorcycle as a viable alternative to Harley-Davidson.
Build “momentum and excitement” for the historic re-launch.
Drive “retail acceleration” through community building, lead generation and new dealer development.

KEY RESULTS:

229 total stories and over 1.32 billion unpaid impressions, including virtually every national business outlet along with more than 60 men’s, automotive, local and lifestyle publications.
More than 500,000 website visits in the first five days after the Sturgis unveiling.
An 860% increase in the company’s Facebook and Twitter social communities from January to October 2013.
Lead generation that exceeded the company’s aggressive goal by more than 300%.
A stock price that has increased by 60% year-to-date.
Strong dealer interest around the world ensuring the company will hit its new dealer goal of 120-140 by December 2013.
More than 10,000 consumer test rides occurred at new dealerships across the country.
Massive consumer interest, putting the company nearly 100% ahead of its unit sales goal for 2013.

Awards:

Skyya won the following awards for the rebirth of the Iconic 112-year old American Brand:

PRNews Platinum PR Awards: Honorable Mention for Product Launch
MN PRSA 36th Annual Classic Awards: Marketing Products – New Product
MN PRSA 36th Annual Classic Awards: Industry Campaign of the Year – Consumer Products
2014 Big Apple Award: Marketing Consumer Products – Non-Packaged Goods

For more information please visit www.indianmotorcycle.com.