What do Tonto, The Lone Ranger and Kawasaki have in common? Kawi’s new “Live the Legend” campaign, targeting those with an adventurous spirit who may be just as likely to see the new Disney/Jerry Bruckheimer film “The Lone Ranger,” as they are to ride one of Kawasaki’s vehicles.
Powersports Business editor in chief Dave McMahon is in Santa Fe this week at a media event hosted jointly by Kawasaki and Disney/Jerry Bruckheimer films. He’ll bring back the latest for the upcoming issue of the magazine.
The following is the release from Kawasaki on the promotion:
Kawasaki Motors Corp., U.S.A. (KMC) announced a unique tie-in with “The Lone Ranger,” a Disney/Jerry Bruckheimer Films production set for national release on July 3. The powersports products marketer will use this new reimagining of the popular story to help carry product messages for its off-road motorcycles, four-wheel vehicles and street motorcycles.
Concentrating on a “Live the Legend” campaign line, Kawasaki’s effort is heavily oriented to video creations depicting a transition from the Gore Verbinski-directed film to scenes of modern day adventurers with the company’s Teryx4 Side x Side, KX motocross, and Ninja sportbike products. The action-oriented “Live the Legend” video appears on KawasakiTV’s YouTube channel, at: bit.ly/LiveTheLegend.
Similar materials featuring the film’s stars, Johnny Depp and Armie Hammer, are also slated to appear in more than 1,000 Kawasaki dealerships around the country. Dealers will also be a core component of Kawasaki’s “Live the Legend Adventure” sweepstakes, which will invite consumers to text entries for a chance to win various products inspired by “The Lone Ranger.” The sweepstakes will also include film promotional partner, the Utah Office of Tourism.
“This is an opportunity for Kawasaki to generate a great deal of excitement around product categories that are a perfect fit for the film’s characterizations,” said Chris Brull, Kawasaki’s marketing director. “We appeal to the same type of independent, adventurous, rebellious individuals depicted by the film’s stars,” said Brull.
“The Lone Ranger”-inspired Kawasaki vehicles will be featured as prizes in other film tie-in promotions, including five limited edition Kawasaki Teryx4 750 4x4 LE Side x Sides to be given away by SUBWAY Restaurants in their Partner Up & Win promotion, and a Teryx4 and four Shoei off-road helmets as the grand prize for an ABC-TV “Good Morning America” sweepstakes.
In addition to media and in-store involvement supporting the film’s release, Kawasaki is also providing a custom-designed Lone Ranger Ninja ZX-6R sportbike that will be on display at the movie’s world premiere. That event is a benefit for the American Indian College Fund, and the unique motorcycle will be signed by the film’s stars and other celebrities in attendance. It will then be auctioned at a later date with all proceeds going to support the fund.