Kawasaki’s Ninja Launch Gets Boost from NYC and the Net
Times Square has long been prime real estate for b-to-c stunts and activations, but the Crossroads of the World has also become a sought-after venue for innovative b-to-b programs. To mark the launch of its two newest motorcycles, Kawasaki busted out of the hotel conference room and paired the power of the Big Apple with the reach of the Internet for a memorable product launch targeting its dealers around the country.
The brand executed a three-day takeover of Times Square that was streamed on Kawasaki.com. The live event included stunt shows, appearances by celebrity racers, motorcycle gear fashion shows and music by DJ Scribble, all as a lead-up to the big reveal of the two new Ninja bikes. A texting contest throughout the day provided the audience with a chance to enter to win one of the two new motorcycles, and 75 dealers supported the event by organizing a ride-in that started in Times Square.
Kawasaki’s product launches normally get the message out to 2,500 Kawasaki dealers, but the Times Square event drew over 10,000 people, including dealers, enthusiasts and, as a bonus, consumers. But the live stream was what really revved up the program’s reach—the broadcast was viewed more than 1.5 million times.