With the new goal of reaching millennials in mind, Rockford Fosgate partnered with the Vans Warped Tour to market to a demographic that was otherwise difficult for the company to reach, due to the public perception that all high-end car stereo equipment is expensive. Rockford has options at multiple price points, including several that are within reach for a younger consumer, thus making this an effective campaign for the Millennial and their family.
To properly demonstrate the power of their equipment, Rockford sent their SoundLab on the road for the summer. Fans would enter the Mercedes sprinter van and be submersed by music playlists from all of the past and present Warped Tour bands, which allowed fans to experience their favorite music on professional stereo equipment. This way, the fan can see & feel that Rockford Fosgate’s system is the better option when upgrading their sound system. VWT attendees were given a lottery-style scratch off coupon worth 20%, 30% or 40% off a product. Rockford reported a 28% redemption rate, which is remarkably successful considering they hadn’t had an opportunity to connect with these fans before.
Since Rockford had not conducted a mobile marketing tour in the past, VWT was able to help with crucial logistics such as transporting the 11,000 lb SoundLab, as well as staffing the activation team for the summer.