BRP produces world-class all-terrain vehicles for adventure seekers. Its biggest barrier to growth is the limited opportunities to ride and accessibility to land open to their vehicles across North America. To attract existing riders to buy a BRP for their next purchase, the brand needed to explore new territories. Literally.

Over the past years, the rise of urban sprawl limited land access for BRP riders and led to more strict regulations around riding areas. In some cases, it limited the creation of new off-roading circuits.

Driven by the idea of discovering new kinds of experiences, off-road riders saw their level of excitement diminished. The possibility of being surprised by a new course was now a luxury.

This tight-knit community quickly turned to social media and group discussions to share new riding opportunities. This is when the quest for available lands began!

Find Lands

Our first step was to attain and populate our platform with exciting Uncharted Playgrounds. So, we reached out to landowners through a highly geo-targeted search and social campaigns across North America. We targeted off-road fanatics with social placements while also using lists of existing BRP owners for each region.

Invite Riders

We used awareness tactics with longer form dynamic video content to promote the platform. Using geographic filters, we targeted them with lands no further than a 3-hour car ride from their location, seducing them with imagery from other riders exploring new playgrounds near them. While also hyping it up with grassroot event.

Optimize and Share

We leveraged booking, engagement, and visitor data to adjust in real time our promotional offers regionally for riders to buy a new BRP vehicle. It also helped us to identify high-potential markets for future dealership development.

The launch of this ground-breaking platform took place in three steps:

Find Lands

We reached out to each and every landowner through a highly geo-targeted search and social campaigns across many regions of the United States inviting them to sign up to the Uncharted Playgrounds platform.

Invite Riders

Once the platform was live with multiple locations and lands to be discovered, we encouraged riders to book their next adventure through Uncharted Playground and explore new territories through targeted digital publications across all available regions.

Optimize and Share

As bookings occurred in many different regions, we adjusted our campaign based on real-time results by leveraging booking and online visitor data as well as engagement metrics to adjust our promotional offers to buy a new BRP vehicle regionally. These results quickly became an invaluable source of insights for the growth of the platform, but also all BRP brands for new vehicle purchase.

Find Lands

Our first step was to attain and populate our platform with exciting Uncharted Playgrounds. So, we reached out to landowners through a highly geo-targeted search and social campaigns across North America. We targeted off-road fanatics with social placements while also using lists of existing BRP owners for each region.

Invite Riders

We used awareness tactics with longer form dynamic video content to promote the platform. Using geographic filters, we targeted them with lands no further than a 3-hour car ride from their location, seducing them with imagery from other riders exploring new playgrounds near them. While also hyping it up with grassroot event.

Optimize and Share

We leveraged booking, engagement, and visitor data to adjust in real time our promotional offers regionally for riders to buy a new BRP vehicle. It also helped us to identify high-potential markets for future dealership development.

Uncharted Playgrounds was a game changer!

The number of off-road riders that bought a BRP increased by 36 % year over year.

Since its launch, the number of active regions and available playgrounds in the platform doubled.

Moreover, the number of new entrants reached more than a fifth of our BRP sales.

The strategy fueled by Uncharted Playgrounds contributed to an increase of 40% in search volume, and ultimately to a general increase in sales for all BRP brands available in the platform regions.

We also offered business insights the global brand while the campaign was running to ensure that we were as efficient towards highlighted performing demographics.

The most impressive thing is that after less than a year, the community has already expanded to new international markets. Bringing more people to the sport, unlocking new sales opportunities.