In February 2007, BRP launched the Can-Am Spyder roadster, a radical new take on the motorcycle, with two wheels up front for steering and one powered wheel in the rear. In preparation for the launch, BRP asked Nurun to develop concepts for a teaser campaign that would generate buzz and anticipation. The objectives were to drive traffic to the Spyder microsite and capture leads from those who wanted to learn more about the launch. Nurun was also tasked with building the Can-Am Spyder image online, and with growing and maintaining strong interactive relationships.

How to maintain the aura of mystery around the Spyder launch while keeping the target audience engaged over the four-week pre-launch period? The team came up with a teasing "conceal/reveal" approach: a rich-media online campaign in four episodes, each providing a partial but tantalizing glimpse of the mystery vehicle. High-impact placements on the Web, including homepage takeovers and roadblocks, would create awareness; the suspense would resonate with target communities (blogs, social, message boards, word of mouth) and on affinity websites.

Nurun leveraged video assets created for the Spyder launch to develop the creative for the teaser campaign. Released over four weeks starting in January 2007, each episode highlighted a different feature of the vehicle (handling, stability, performance…), and promoted an upcoming micro-site, www.opentheroad.com. Presented in the fourth and final campaign episode, the microsite was designed to excite the power-sports community with a “soft reveal” of the Spyder prior to the official launch on February 9. It also served to generate leads: viewers were invited to sign up for a reminder when the Spyder brand site went live. A viral component enabled users to share the excitement with their friends.

More than 17 million paid impressions delivered, targeting automotive, specifically motorcycle enthusiasts
Volume of online discussion on blogs and message boards increased by 652 percent
375,000 interactions with the expandable rich media banner at an average view time of 46 seconds
More than 50 percent of pre-sales goal for 2007 met in first quarter 2007