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Turning Riders
Into Rap Stars

 

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We created an online recording studio that enabled riders to share their passion for the legendary Hyabusa through a rap contest.


 

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MAKING TRACKS TO CONNECT
WITH A NEW TARGET

The Hayabusa has been called the ultimate sports bike. The prime target for this smooth demon of speed? Urban riders: iconoclasts who make their own trail, follow their own beat—and don’t follow traditional media. So a very untraditional path was required to extend brand awareness and create a new pack of loyalists.

We started by recruiting top hip-hop producers to create custom beats. Then we developed an online recording studio at BusaBeats.com, where the audience could lay down their own custom-made Hayabusa-based lyrics over the producers’ tracks. The prize for the best track in the MC battle was wicked sweet: a customized Hayabusa.

1.5MM+

minutes spent listening to custom Suzuki songs


8min

average time on site

1MM+

likes on Facebook

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Thousands stepped up
and rocked the mic

Thousands stepped up and rocked the mic to win a bike.  In order to increase their chances, participants earned Dope Points by encouraging friends to vote for their track. They shared raps on Facebook and Twitter, emailed their friends, reached out to music bloggers—in other words, acted as their own publicists. BusaBeats generated tons of earned media and grew beyond the digital sphere into a yearly, multi-channel program that spanned events, live concerts, street art and more.

38%

increase in Suzuki dealer lookup

45%

increase in Busa sales