New to the Ice Hockey market, STX understood that in order to grab the attention of young hockey players, fiercely loyal to the established category leaders, they needed to be completely disruptive. They saw an opportunity to capitalize on the lack of innovation in the industry and developed the Surgeon RX2, a hockey stick that would literally and figuratively “reshape the game”.
Digital platforms drove deep consumer engagement and immersion, demonstrated the product attributes and differentiators, and built credibility by showcasing professional players who touted the precision of the new Surgeon RX2 . Social media and the STX site drew from a deep stable of assets including photography, video, illustration, animations, info-graphics and text to tell a consistent story. Paid search and social media drove broad awareness and pushed to landing pages with strategic conversion funnels. The young audience was incentivized, through geo-targeted ads, to sample the new Surgeon RX2 at their local dealers. All of these efforts led to substantial gains in consumer connection and, ultimately, sell through versus competitors in a market dominated by heritage brands.
Agency of Record: Brand Platform, Messaging, Content Strategy, Design, Environmental, Advertising, Photography, Video, Web Design, Development & Integration, Digital Marketing, SEO
Consumers were able to submit their contact information in the weeks leading up to launch in order to win increasingly valuable prize packages that included branded apparel, square hockey pucks signed by Vincent Trocheck, and ultimately the new RX2 stick.
The website was the hub for the entire integrated approach and focused on the research, development and deep tech of the RX2.