Progressive Insurance, title sponsor of the Progressive International Motorcycle Shows, where the latest street bikes, dirt bikes, sport bikes, cruisers and more are unveiled, this year added live music from the School of Rock and other new experiences to its 12-city tour. The music, along with lessons from pinstripe fabricator artists on how to paint motorcycle tanks and helmets, ties back to an interest in the arts that is part of Progressive’s roots. The Progressive Art Collection includes more than 6,500 works of contemporary art displayed in its offices nationwide. The Progressive International Motorcycle Show launched Sept. 25 to 27 in San Mateo, CA, and wrapped on Feb. 16 in Seattle.
“This was a great way for us to bring an extension of what our company is built on and start sharing it with the public,” Todd Matthews, senior marketing events specialist at Progressive, told Buzz. “There is an inherent connection between music and motorcycling or power sports in general.”
In addition to the live music, performed by students of local School of Rock programs, and the pinstripe artists, Progressive reached attendees through multiple touch points, beginning with a welcome center where they received a trade show bag and information about the show. Attendees could test their skills at the Race America motorcycle slot track race created in partnership with Slot Mods (Detroit) to enter for a chance to win kickstand pucks, detail cloths and helmet bags at Progressive’s SurPrize Center. They also could check out actual racing, try out a custom tablet app to see what new colors would look like on their tanks and stop by Agent Alley for a quote on motorcycle insurance.
As a result of its efforts, Progressive boosted dwell time at its on-site activations by a minimum of 30 minutes across all of the shows. Agency: match action, Boulder, CO.