RV Espionage

Recently, Monaco Coach Corporation implemented a marketing campaign very different from anything they have ever tried before. Monaco Coach is a company in Oregon that builds RVs under six different brands. There was recently a post on Yahoo Finance with a headline that read "Spying on the Monaco factory?" The post contains a link that directs readers to www.rvspyguys.com. The site includes a video as well as the option to sign up for email updates.

The video follows two middle-aged men as they "sneak in" to the Monaco Plant to discover the "latest and coolest in RVs." Under the alias of the RV Spy Guys, Bill and Ed (sadly, no resemblance to 80's heart throbs Bill and Ted), go on an ''excellent adventure'' to the plant.
This funny, low-budget video is Monaco's attempt at viral marketing. According to Monaco's Web Development Director, Steve Barth, this video is "really just an experiment." At the end of the video, viewers are encouraged to attend the Family Motor Coach Association show on February 25, 2008. There will be more installments of these videos to come, according to Barth.










Bill and Ed










Bill and Ted

I think this a creative attempt at viral marketing. It definitely stands out from typical over-the-top RV advertising. Monaco is a company with expensive products. Some of the RVs go for up to $500,000. I like that they are doing something to make themselves stand out, as the prices are comparable to those of other companies. I think the age of the men in the video fits for this campaign. It seems that you usually see older people driving RVs. These old men are friendly and would appeal to an older audience. I give this campaign a thumbs up. I'll keep you updated on the future trials and tribulations of the RV Spy Guys.

To view the full article from The Register-Guard, click here.