Case Study: Crazy Cart From Razor
The Ultimate Drifting Machine Provides Go Cart and Crazy Cart Drive Modes!
Razor USA LLC, a leader in the toy industry, is known for delivering innovative, youthful products with exceptional play value. The company was founded in 2000 with the introduction of its now legendary Razor kick scooter, which transformed childhood outdoor fun. Razor products are now available worldwide, with a full range of wheeled goods such as kick scooters, electric scooters, caster-driven ride-ons and electric-powered mini-motorcycles and go-karts.
In 2013 Razor introduced the Crazy Cart, the ultimate driving machine. The Crazy Cart has two driving modes – Go Cart or Crazy Cart and the driver can choose on the fly. The Crazy Cart can drive forward, reverse, sideways, diagonally and everything in between.
Challenge: We were brought on board to generate media buzz for this relatively high-priced product for the holiday season. The challenge was to make this high ticket item break through the clutter and make it into holiday gift guides.
Action: We enlisted a multi-pronged approach to building consumer awareness for the Crazy Cart during this key holiday selling season. Since the product was launched late in the season, this was accomplished through short-lead media outreach, in addition to reaching out to editors at holiday gift guides. We also provided media outreach support for a NY media tour for the Crazy Cart to provide key media outlets a chance to try it out before it hit shelves.
Results: We were successful in getting widespread coverage for Crazy Cart and Razor. The NY media tour included appointments with top national media such as ABC News and TIME for Kids, as well as local media including Newsday’s Kidsday and top bloggers such as Dadarocks.com. Several trade publications also attended the event. The holiday outreach was amazingly successful as well, reaching top tier media such as The Ellen DeGeneres Show, MTV Geeks, Café Mom and Wired.com. The Crazy Cart was also highlighted in multiple holiday gift guides and reviewed by top bloggers.