The ‘pop-up’ retail locations were placed in an urban mall in Atlanta and inside a major downtown arena in Dallas. We deployed a place-based integrated media campaign using outdoor, radio, ambient, retail and online media. Victory motorcycles were displayed within plexiglass boxes placed on trucks, which drove around high traffic urban areas nearby the pop-up retail store locations. We worked directly with the mall owner to deliver a media-first for them in taking over the escalators leading up to the Victory pop-up store with high impact creative, which read “Taking the American Motorcycle to the Next Level”, marrying the medium with the message. We also created floor decals, window, and door clings to drive foot traffic.Live radio events with local DJ personalities and geographically targeted online media drove listeners to the Victory locations.

Victory dealers were inundated with riders requesting test rides. Both sales and market share had dramatic increases:• 64% increase in Atlanta market share from March to May - Sales were 20% over goal• 50% increase in Dallas market share from March to May - Sales were 17% over goal