T/C Dimension Rifle
Thompson/Center asked us to launch the greatest advancement in bolt-action rifles in 145 years – the Dimension Bolt-Action Platform. It has interchangeable barrels and components that let shooters change calibers to fit their hunt. We developed the brand strategy, a naming strategy, plus trade and shooter retail tactics in both traditional and interactive media. Boom.
30 SEC. TV SPOT
SHOT SHOW LAUNCH
7 months of intense work and planning culminated in the launch of the Dimension Rifle at SHOT Show. We created booth graphics and support materials along with a social media blitz utilizing T/C pro staff, shooting video on the fly to create a wave of content. We also planned and produced an industry launch party extravaganza at SHOT Show for Smith & Wesson (parent company of Thompson Center). The entire first 6 months of inventory sold out within the first day.
Early in the process we helped educate and direct pro staff in how to promote the Dimension Rifle. For the launch we leveraged content mined from them and pushed it out in various social media channels.
We scripted, directed and produced step-by-step how-to videos showcasing each component of the Dimension Rifle along with a series called “Ask TC” featuring then director of marketing, Craig Cushman. Videos were accessible on the Thompson Center and the Dimension Rifle sites as well as the Thompson Center’s YouTube channel.