Kawasaki ZX-14R Zero to Hero
Next Level was brought on to assist with the continued branding and launch of the 2012 Kawasaki Ninja ZX-14R through a consumer promotion entitled the Zero to Hero Challenge. In addition to being a consumer promotion, Zero to Hero also included a media buy on SPEED Channel showcasing the finalists in a reality-TV style competition. The event was also supported through social media and via editorial coverage by endemic media.
Working with Kawasaki and its video agency, Next Level was responsible for coordinating the contest, finalist selection, and media-related activities associated with the event, including everything from drafting and distributing press releases to coordinating the logistics and execution of the final event. From the initial concept of the promotion through final execution, Next Level played a central role in promoting the Kawasaki Ninja ZX-14R in a natural environment for the world’s most powerful production motorcycle. By taking a regular motorcyclist and transforming them into a licensed NHRA professional, the promotion showed the attributes of the Ninja that set it apart from its competition.
The promotion did not disappoint – nearly 3,500 experienced riders submitted a minimum of a 200 word essay and more than 100,000 fan votes on Facebook. The final video series was seen over 7 days on SPEED Channel through a promoted Zero to Hero week, garnering hundreds of thousands of views. By all accounts Zero to Hero was a success for Kawasaki by showing that one of its flagship products can help a regular rider achieve extraordinary feats.