Goal: To introduce the Teryx KRX 1000, a highly anticipated entry into the sport side-by-side market and a major expansion of the Teryx lineup, translating Kawasaki’s product promise — rugged performance, terrain-taming capability, and adventure-ready durability — into a connected digital ecosystem designed to build hype, capture leads, and convert rider interest into measurable demand.

Challenges: Kawasaki was entering a competitive sport UTV category with powerhouse competitors who dominated the market. The Teryx KRX 1000 launch needed to do more than introduce specs — it had to create belief, excitement, and action among serious off-road riders.

Solution: Lead audience-informed strategy that makes competitive research, historical data, behavior signals, and business context actionable within the digital ecosystem priorities and execution plans. This included identifying key touchpoints throughout the customer journey — lead generation landing page, exclusive CRM content offerings, social media campaigns, assets for B2C download (e.g., digital phone wallpapers), media buys, cross-product promotion, geo-targeted event support, and B2B dealer education and marketing materials.

Execution Channels: Website redesign, UX, SEO, CRM, mobile apps, B2B media portal, CRM portal, social media, media planning, digital campaigns, and executive recommendations.

Results: The Teryx KRX 1000 launch drove 2M+ livestream viewers, 39M social impressions, 2.5M views, and unit-order goals were reached within hours, earning the team a MUSE Gold Award for B2B Events. The launch also earned strong category validation. The Teryx KRX 1000 was named ATV.com’s “Sport UTV of the Year” and won a UTV Action Magazine “Shootout Winner” recognition. UTV Driver later named it Editor’s Choice for sport UTV, saying it “takes over the sport UTV class.”