For an affluent sportsman not above buying his way up the learning curve, disruptive technology and product innovation is an irresistible stimulus. The more obscure and innovative the gadget, the better. This is the guy in the hunting camp who always has the latest technology and finest gear. He spends his off-season researching how to get a leg up instead of practicing. And he spends the season charging batteries and demo-ing his toys. If he doesn't own it, he can sure as hell tell you all about it. He is a Gear Geek. Not the most proficient shooter, he rarely attains the sporting success achieved by those with greater natural instincts or skills honed through practice.
If he's going to tell you all about a product, he's got to learn about it first. And the most disruptive innovation in shooting will be the sort of thing he'll want to be first to know about. While industry reviews and social media coverage of the launch were inevitable, it was a better fit for the audience segment to create an instructive experience where Gear Geeks could immerse themselves, ahead of the “experts” and off the central Remington site. With a scarce inventory, the offer of updates as retailers were added and units were shipped was reason enough for email submission.
The range at which a shooter knows he will make a shot defines him. The promise was a dramatic increase in accuracy at ranges formerly far out of reach, or Confidence Through Technology. Creative focused on the confidence that would result from a product we teased. In this way, our agency was able to appeal to an extremely narrow audience of gadget collectors not above buying their way up the learning curve or bothered by the advantage 2020 would give them over traditional shooters. (The MSRP for the Remington 2020 is $6,000.) They’d be just as likely—if not more so—to get hooked through advertising in Esquire as in Outdoor Life.
In a span of 90 days, we went from a product with no name, URL or identity to a mini-site with 50,000 visitors who participated in the world's first virtual course in Digital Optics. By monitoring the depth of engagement with the technology and product features, we were able to gauge the acceptance of this disruptive technology by Gear Geeks. As news of the product was published, blogged, tweeted and shared, we were able to measure acceptance or resistance to the innovation by consumers and the sales channel alike, at Shoot2020.com and through content marketing that organically served in various forums online.
Product Orientation Completions