Sea-Doo x Daniel Ricciardo

Summary:

When I was tasked with finding the right partner to launch our fastest Sea-Doo ever, I knew we needed to go big. We needed someone who exuded performance, but also embodied the DNA of Sea-Doo. Daniel Ricciardo was the perfect fit.

We announced the Sea-Doo RXPX Apex at Formula 1 Miami in collaboration with Danny Ric. It was the most anticipated race of the year, in our fastest growing market in the world. It was also the first product we’ve ever made that was pre-order only, so there was a lot of pressure for things to go well. And they did!

my Role:

Sourcing, negotiating, and managing the relationship with Daniel via his agent, manager, and our partnerships team.

Contributing to creative direction and production of the video and photo assets for the announcement.

The Results:

This was our most successful collaboration to date by activating a full 360 marketing campaign with PESO media distribution, PR, CRM, Web, Social, Print, Dealer Network. It took an army.

500 Million PR Impressions via Yahoo, Sportscenter, Formula 1, and more

Featured in Men’s Health Magazine

3 million earned reach impressions on IG alone

750,000 owned channel reach, 300% increase from average post reach and engagement

We partnered with GoPro, another one of DR’s partners, to amplify the content distribution which added over 1.5M mutually beneficial views