Two top-of-the-line, Gramicci branded Subaru Outbacks are making their way into a number of outdoor competitions, festivals and other events in 2012. Gramicci, “Soul Brand” of the outdoor industry, recently purchased and wrapped the vehicles with its iconic logo and nature-inspired graphics. The vehicles are also outfitted with custom QR codes to further engage viewers online.
The vehicles will represent the lifestyle, technical apparel brand at a growing list of events including the USA Climbing Sport Southwest Climbing Competition at Boulderdash Climbing Gym near Los Angeles (May 12), Outdoor Retailer Summer Market trade show in Salt Lake City (August 2-5) and the Outside Lands Music Festival in San Francisco (August 10-12).
“Individuals are enriched and communities built by involvement in local cultural and athletic events,” said Gramicci president Marty Weening. “The new Gramicci-branded vehicles will be making stops at just those types of events and are a great reflection of the style, quality and timelessness of the Gramicci brand.”
Gramicci sales managers are also using the vehicles for regional client trips, crossing extensively through Arizona, California, Colorado, Nevada, New Mexico and Utah.
The Gramicci branded vehicles roll out on the heels of a newly designed Gramicci.com. QR codes on the vehicles further engage smart phone users and event attendees with custom content on the new web site. After signing up for brand mailings, QR code users are rewarded with a free Natural Performance Technology T-shirt. The QR codes will rotate users through with a variety of contests and incentives during 2012.
After two months on the road, the Gramicci vehicles have driven more than 720 new visitors to the web site through use of the QR codes.
