A Tall Order
Skil sponsored the U.S. Pro Cycling Challenge, a 518-mile bike race that stops in seven cities throughout the Colorado Rockies. This event featured a high volume of cycling enthusiasts not necessarily interested in perusing power tools. So Skil challenged us to create a relevant hook that would engage and entertain the diverse crowds—one that had enough presence to attract attention, but was manageable enough to easily follow the tour.
Bringing Tech to Tools
Our solution was to create “A Test of Skil”, a competitive multi-player video game that combined cycling with Skil products by integrating motion-sensing technology into Skil drills. Up to four attendees played simultaneously using modified drill controllers aimed at a 70” monitor. The scene attracted young and old alike, and attendees flowed from the interactive area to a Skil demonstration tent staffed with experts and filled with product literature.
A New Generation of Skil Power Tool Owners
The entire interactive experience fit inside one large rolling case that event staff could easily set up and tear down in each city. Skil exceeded their “product touch” goal by 17%, and on the 7-day tour they interacted with as many as 420 attendees per day, with an average 6-minute interaction time. This fun carnival-like experience was a welcome addition to the cycling tour, while Skil management was pleased with the brand exposure to a new generation of DIY-ers.