LMGPR Case Study:

Damon Motors is unleashing the full potential of personal mobility for the world’s commuters. The company has delivered the Damon Hypersport, the world’s safest, smartest and most fully connected electric motorcycle. The superbike boasts well over 200hp and 200nm of torque delivered at zero rpm, a top speed of 200 mph, a range of more than 200 highway miles per charge, and is outfitted with the cutting-edge CoPilot advanced warning system powered by BlackBerry QNX technology that sets a new standard in motorcycle safety, awareness and connectivity for a new generation of motorcyclists. Based in Vancouver, Canada, Damon is a Techstars Mobility company founded by serial entrepreneurs Jay Giraud and Dom Kwong. Damon’s investors include Round 13 Capital, Techstars, Fontinalis, Extreme Venture Partners and Pallasite Ventures.

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Challenge

Damon Motors partnered with LMGPR just one week before it was set to unveil the Damon Hypersport at CES 2020. Despite unparalleled technology and features, Damon was still entering a crowded electric motorcycle market and needed to establish itself as disruptor versus established brands such as Harley Davidson, Honda and Kawasaki, among others.

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Custom Program

With just days to prepare, LMG identified the media targets to engage with for ultimate reach and results. The agency secured more than 20 briefings with Fox, TechCrunch, CNET, CBS, Popular Science, Digital Trends, and  an array of motorcycle pubs in advance of the official CES unveiling of the Hypersport. At CES, LMG had US and international editors experience the Hypersport simulator in person and, for those not attending, video assets were used.

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Results

As a result of LMGPR’s ambitious outreach, Damon was featured in more than 150 articles globally or 500 million impressions from top-tier media outlets including Popular Science, Forbes, Fast Company, Robb Report, Design News, Road and Track, Motorcycle Times, Rides and Drives, and more. Media placements around the world included Australia, Canada, Brazil, Mexico, England, Italy, Spain, France and Germany, India, Korea, China, and Japan. LMGPR secured Damon a Digital Trends Top Tech 2020 CES Award in the Automotive Product category and leveraged Damon’s “Best in Innovation” CES innovation Award to build further momentum.

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Business Impact

CES was a rousing success for Damon Motorcycles. Presales for the groundbreaking Hypersport sold out in four days. The company received universal rave reviews for its innovation and instantly challenged legacy players in the market:

“Damon may be in position to lead in terms of range, safety and power once the Hypersport arrives.” – Forbes

“ It’s called the Damon Hypersport, and it is loaded with technology and cool features that I’ve never seen on any motorcycle before.”– Tim Stevens, RoadShow

“This 200-mph electric motorcycle will try to stop accidents before they happen” – Popular Science

“Damon’s Hypersport shape-shifting motorcycle made me feel like a kid again” – Digital Trends

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Highlights

• Presales of Damon Hypersport sold out in four days
• Over 500 million impressions from media articles
• Over 150 features and stories secured in top-tier media outlets globally
• Notable industry awards & recognition including a Digital Trends Top Tech
• 2020 CES Award in the Automotive Product category.