Issue link: https://read.dmtmag.com/i/148632
26 • August 12, 2013 • Powersports Business ATV www.PowersportsBusiness.com Q A promotional match made for the movies BY DAVE McMAHON EDITOR IN CHIEF In a way, Chris Brull sat a world away from Times Square for Kawasaki's latest marketing task. Buckman Ranch on the La Tierra Trails system in Santa Fe offered easy access, plenty of dust, off-road riding options galore and a dozen media members ready to tackle the trails aboard the 2013 Teryx4, a 749cc machine that has joined the growing industry brigade of sideby-side options. But these days, if it's Kawasaki and there's a promotion involved, the masses can't be too far away. Brull, marketing director for Kawasaki Motors Corp., U.S.A., knows about getting eyeballs in front of Kawasaki products — and, ideally, consumers to purchase them later. He steered Kawasaki's highly successful Ninja Times Square Takeover launch last year in New York City, which unveiled the 2013 Ninja lineup. Fast-forward one year, and Brull, fresh from the distinctive La Fonda hotel, could be found telling the tale of how Kawasaki has elevated its brand so much that now Disney comes calling, seeking out the brand. This time, Brull was the point man for Team P26x29-PSB10-ATV.indd 26 Green's major partnership with Disney's "The Lone Ranger." Brull gathered with media members in Santa Fe to not only put a few hours on the impressive Teryx4, but also to attend "The Lone Ranger's" premiere, days before its July Hollywood opening. Blockbuster or flop on the movie front, there's no denying that Kawasaki's brand stature continues to rise. In fact, one insider in Santa Fe said that few other partners of the marketing giant match the high regard in which Disney holds Kawasaki. But why Kawsasaki and why the Teryx4? For starters, you won't find "The Lone Ranger" or Tonto (Johnny Depp) hopping aboard a side-by-side or other Kawasaki product in the Jerry Bruckheimer-produced movie (although Armie Hammer, "The Lone Ranger," did spend many hours riding a KX during downtime while the film was being shot). What Brull hopes you will see, thanks to a mammoth partnership that landed the brand on spots on "Good Morning America" and in Subway restaurants, is more people entertaining the thought of hopping onto a side-by-side for summer entertainment. "It's all about the idea of chasing cool, and cool is in eye of the beholder, so if you have to say you're cool, you're probably not cool," Brull told Powersports Business. "The idea of associating with other brands that are premium, Disney, was something that was very interesting to See Kawasaki, Page 29 BY PSB editor Dave McMahon took his turn behind the wheel of a 2013 Teryx4 as part of Kawasaki's partnership with Disney to promote "The Lone Ranger." Disney and Kawasaki gathered the media in Santa Fe for the "Live the Legend: Adventure of the Teryx4" that also included the pre-Hollywood premiere of the movie — and UTV saddle time. Vi the inc pa siv fro sev we PHOTO BY ALFONSE "FONZIE" PALAIMA Kawasaki capitalizes on Disney's 'The Lone Ranger' for Teryx4 promotion ww 7/31/13 2:54 PM yea bo Lis Ke na on as AT rec on str in mo top as ow ris ye