The 2024 King of the Hammers (KOH) event, often referred to as the "Burning Man of Off-Road," presented an incredible opportunity for MAXTRAX to make a lasting impact on the North American off-road community. Under the directive of Eva Lagrange from Rhino-Rack, I had the privilege of spearheading a comprehensive 360° strategy that not only showcased the products but also solidified MAXTRAX's position as a leader in the off-road industry.

Our Multifaceted Approach

1. Build-Up Phase and Social Teaser Campaign

We kicked off our strategy with an engaging social media campaign designed to build anticipation for MAXTRAX's presence at KOH. This pre-event buzz was crucial in generating excitement and drawing attention to our brand.

2. On-Site Presence and Product Promotion

Our booth at KOH was staffed with dedicated Product Experts who were instrumental in promoting and selling the MAXTRAX product line. Their knowledge and enthusiasm helped visitors understand the unique benefits of our products.

3. Strategic Sponsorships

We formed key partnerships that significantly boosted our visibility:

Collaboration with the Miller Brothers Racing team
Partnership with Sara Price, a renowned off-road racer
Sponsorship of the Every Man Challenge Race

These sponsorships elevated the MAXTRAX brand throughout the two-week event and secured our status as the official traction board for the EMC Race.

4. PR Exercise and Media Engagement

We invited journalists to our booth for expert-led product reviews, resulting in syndicated articles that amplified our brand presence beyond the event itself.

5. Content Production and Product Launch

A major highlight of our KOH presence was the launch of the NEW MAXTRAX LITE traction board. Our content production efforts were geared towards:

Americanizing the brand for the North American market
Supporting our on-site initiatives
Showcasing the features and benefits of the MAXTRAX LITE

6. Website Enhancement and Contest

To support our KOH efforts, we:

Revamped the MAXTRAX website with comprehensive product information
Launched an engaging contest offering ten MAXTRAX BUNDLE sets as prizes

7. On-Site Media Coordination

We ensured heightened visibility during live event broadcasts through meticulous coordination of on-site media coverage.

Conclusion

The 2024 King of the Hammers event was a testament to the power of a well-executed 360° marketing strategy. By combining social media engagement, strategic partnerships, product launches, and on-site activations, we were able to create a memorable presence that resonated with off-road enthusiasts and industry professionals alike.

This experience at KOH has not only elevated the MAXTRAX brand but has also set a new standard for our future marketing endeavors. We're excited to build on this success and continue to innovate in the off-road industry.

MAXTRAX at King of the Hammers