overview
Audio company Rockford Fosgate wanted to boost engagement at an upcoming Jeeping event, where hundreds of Jeep owners would gather to chat about all things adventure, the outdoors, and of course, Jeeps. Eager to get in with the close-knit Jeep community, Rockford Fosgate collaborated with Boundless to create a head-turning promo piece that was sure to bring a smile to Jeep owners’ faces.
strategy & goals
Jeep owners are a different breed who don’t take themselves too seriously. If you’ve ever seen a Jeep, you’ve likely seen a rubber duck (or ten) on the dashboard. It’s an inside joke in the Jeep community, and Rockford Fosgate wanted to capitalize on it to boost their visibility with Jeep owners.
Not only did the audio company plan to pass out rubber ducks at upcoming Jeeping events, but they also wanted to add the rubber ducks to several Jeep audio kits to build up the hype.
Boundless Brand Consultant, Kelly Klein, sourced and manufactured a custom rubber duck wearing sunglasses and sporting the Rockford Fosgate logo on a medallion around its neck. The team did an initial run of 5,000 rubber duckies, shipping half to Rockford Fosgate in Tempe, Arizona, and the other half to the Rockford Fosgate manufacturing facility in China. There, the brand packaged the rubber ducks with the Jeep kits before shipping them out to customers.
results
The rubber duck campaign was a huge hit. Today, Rockford Fosgate continues to order 10,000 ducks a year as part of an ongoing campaign.
Not only that, but Rockford Fosgate was so pleased with the outcome that they referred their friends at other brands to order rubber ducks of their own from Boundless.
