Slingshot was an entirely new on-road vehicle that created an entirely new category—with no visible market. In addition, there was a gap between the time when we launched Slingshot and when it would be available in retail.
We needed a way to give consumers a taste of the Slingshot experience at retail...when there was no vehicle for them to experience.
With that challenge, we created the Slingshot 360 App. Much more than a traditional brochure, the app immersed consumers—giving them an augmented-reality 360-degree 3-D walkaround of the Slingshot vehicle, exclusive pictures and videos of the vehicle in action, plus rider reactions and testimonials.
Most important, the nimbleness and speed of the mobile format allowed us to quickly find our way into the hands of “prime” Slingshot consumers via sharing and social media components.