For 50 years, MasterCraft has been a marine industry leader in performance, quality and innovation. Boating enthusiasts worldwide aspire to own a MasterCraft. But for some the premium product is a stretch financially, until now. MasterCraft developed a new boat that met their high standards, at a lower price. Our job was to work with MasterCraft to develop a launch campaign for the new model.
First, the new product line needed its own identity. We named the brand NXT to speak to the next generation of MasterCraft owners. We designed an identity that was fresh and energetic, but leveraged the equity and strength of the MasterCraft brand.
We peppered the boat press with PR kits. The kits contained product positioning and key narratives plus a product video showing off some of the NXT’s details. Our digital campaign kept the momentum and anticipation pumping till the May launch.
A content shoot for the NXT featured Travis Pastrana and pals putting the NXT through the paces. This series of videos, directed by Jeff Tremaine of MTV’s Jackass fame, showed the boat in action for the first time. The vibe was full-throttle fun, and the resulting campaign spanned video series, print, social and earned media.
The energy and attitude of the campaign caught the attention of the young boat buyers and instantly established the NXT brand as a major player. It was also their second-most successful marketing campaign in brand history for lead generation, engagement and eyeballs—a 60.3% open rate and 34.3% click thru rate, with average time on site a whopping 9.46 minutes. The demand for the NXT made it MasterCraft’s most-built boat in 2014.