Next Level works with some of the leading manufacturers, brands and
events inside and outside of the powersports industry.
With 18 months until the launch, Next Level was brought on to assist with the introduction of an all-new motorcycle and powersports trade show – American International Motorcycle Expo – set to take place in Orlando, Florida, in late October. The AIMExpo was modeled after the giant European super shows (EICMA & Intermot) and created with the objective of producing an event that brought together the greater powersports industry at the right place and the right time, for the first time ever in North America.
As the agency of record, Next Level was responsible for all media related activities associated with the event, including everything from drafting and distributing press releases and leading a Media Advisory Committee to securing worldwide media coverage and managing the media’s attendance at AIMExpo. Additionally, together with the AIMExpo marketing staff, the Next Level team developed multiple B2B and B2C marketing campaigns – on both the national and grassroots levels – that strategically utilized print and online media to drive attendance. Creative development for projects such as television, radio, outdoor, print and online ads, special event flyers and inserts, sales decks and event signage were also coordinated along with detailed and expansive social media initiatives.
The first year event did not disappoint as tens of thousands of trade, media and consumer attendees embarked on the Orange County Convention Center for the five-day event. Worldwide, more than 100 million impressions and 200 unique editorial stories were secured on behalf of AIMExpo, many coming from national media outlets such as FOX, Popular Mechanics, the Los Angeles Times, ESPN and About.com, amongst others. By all
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.