Migos x Can-Am, Year Two
Wake Up the Streets. Even in Quarantine.
The Challenge
After a breakout first year repositioning the Can-Am Ryker, we planned to continue the Migos partnership with bigger activations and broader reach. Then COVID hit. Budgets were slashed, in-person events canceled, and timelines thrown into chaos. The challenge? Keep momentum alive, keep the brand relevant, and do it all without traditional production or paid media.
The Insight
Social distancing didn’t mean disconnecting. For many people, riding became one of the few ways to safely get outside. We had an opportunity to reframe the Ryker as a form of quarantine-proof freedom and joy: a socially distant thrill ride that let people reclaim the road.
The Idea
We built a digital-first, quarantine-friendly campaign called Wake Up the Streets, urging riders to get outside, safely, and rediscover the open road. We produced custom social content by gaining exclusive access to Migos’ own backyard. I oversaw campaign strategy, remote production solutions, and multi-platform rollout, stretching limited resources into high-impact creative.
To deepen cultural integration, we worked with GQ to secure an exclusive interview with Migos, placing Ryker at the center of the story. We also integrated the vehicle into the “Need It” music video with NBA YoungBoy and organically extended visibility through fellow rapper Saweetie, who received a Ryker from her boyfriend Quavo of Migos.
The Results
Despite pandemic constraints, we delivered cultural relevance and measurable brand impact.
A campaign that didn’t just survive—it expanded the brand’s reach:
720M+ total earned impressions across PR, social, and YouTube
540M+ social impressions
3.76M social engagements across 66 posts
35M+ YouTube views from music video integration
121M PR impressions from 41 earned placements
27% sales lift among Black consumers during the campaign
The Legacy
Year Two proved the staying power of a smart brand-talent partnership. Even without traditional production, paid media, or physical events, we created buzz, drove engagement, and continued to build equity with a growing, diverse audience. When most brands pulled back, Can-Am stayed in the conversation—and in the culture.
