Vancouver-born Invoke Media has been hired by Piaggio Group Americas to help power its interactive marketing strategy. Piaggo is the North American importer of iconic Italian motorcycle and motor scooter brands Aprilia, Moto Guzzi, Piaggio and Vespa.
Through this relationship, Invoke says it will build a series of digital applications that support PGA’s scooter and motorcycle product lines. The applications will "harness dialogue, help build consumer product awareness, and convey product benefits to encourage a growth in consumer enthusiasm and product knowledge," according to the company.
“We are working with Invoke to develop strategic interactive marketing applications that leverage new digital assets and our existing social media channels to impact Aprilia’s online voice with powerful community building programs,” said Melissa R. MacCaull, vice president, Piaggio Group Americas. “The Aprilia Masters microsite and corresponding Facebook application on Aprilia Americas’ Facebook page is the first step in connecting the race-proven technology, power and design of our Aprilia motorcycles with online consumers. The Invoke team has constructed a site and interactions that will resonate with current and potential owners.”
Invoke, founded by Ryan Holmes (now of HootSuite fame), has done other projects for PGA. Most recently, Invoke crafted a microsite and Facebook application for its Aprilia USA brand, Aprilia Masters. Invoke also worked with PGA’s Vespa brand during the Spring 2012 Fashion Week in New York City, where Invoke has added US offices. The program, Invoke says, generated a "significant increase" in targeted leads.
“Building trusted dialogue between consumers and brands is what Invoke has built its reputation around,” said David Tedman, co CEO of Invoke. “For instance, our proprietary contesting platform has been implemented for major brands to run more than 70 different successful campaigns. In these campaigns, our brand partners have been able to achieve high engagement by integrating user-generated content collection and reward schemas to deliver high consumer satisfaction.
"The types of learning generated in our programs are essential to both young and mature businesses alike. We have built the success of our business on this solid foundation, bringing real time, operator experience to our clients. We’re excited to bring to this PGA’s family of brands.”