Migos x Can-Am, Year One

Can-Am approached us to redefine its image for the launch of the Ryker, a three-wheel motorcycle aimed at a younger, city-living, and adventurous audience. Our mission: boost Ryker's inaugural year by expanding its reach, enriching brand content on Instagram, and generating mainstream buzz.

Our solution? Leveraging a celebrity spokesperson, we tapped into mainstream, culture-driven attention. Recognizing Can-Am's unique three-wheeled model, we went beyond one spokesperson and enlisted the iconic rap trio Migos from Atlanta. From popularizing the “dab” to evolving hip-hop with their own unique flow, Migos were proven trendsetters with the power to influence a mainstream audience.

With the backing of Migos' cultural influence, Can-Am gained significant cultural cachet and equity. We launched the collaboration through a media event, produced a new ad and social content, and sponsored Quavo’s annual star-studded charity football game. Additionally, we strategically placed Ryker in music videos, negotiated product seeding, and secured its presence during Cardi B's national stadium tour, all without additional costs.

Result? Ryker became the must-have ride of the year, amassing 850 million earned impressions across PR and social, maintaining a 25% lift in Google search trends throughout the campaign, and achieving substantial sales growth, establishing Can-Am as a category leader among Black riders for the first time.