Sea-Doo x Daniel Ricciardo: RXP-X Apex launch at F1 Miami

The goal

We needed the right partner to launch our fastest Sea-Doo ever: someone who exuded performance but also embodied Sea-Doo's DNA. Daniel Ricciardo was the perfect fit. We announced the RXP-X Apex at the first-ever Formula 1 Miami Grand Prix, the most anticipated race of the year in our fastest-growing market. It was also BRP's first pre-order-only product, so the pressure was on.

My role

I sourced, negotiated, and managed the relationship with Daniel, his agent, his manager, and our partnerships team, and contributed to creative direction, production, and distribution of assets to global teams. The full partnership budget was $1.5M including content production and ads, activated across PR, CRM, web, social, print, and the dealer network.

Results

• 550M impressions on video content, with pickup from Yahoo, SportsCenter, and Formula 1
• Men's Health Magazine cover feature
• 3M earned impressions on Instagram
• +300% average post reach on owned channels
• Partnered with GoPro (100M+) to amplify the content