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YouTube Influencer Marketing Case Study: Segway-Ninebot Skates With YouTube Creators
Segway’s revolutionary two-wheeled, self-balancing Personal Transporter (PT) went on sale to the public in November of 2002. The PT received considerable mainstream media buzz prior to the event, with Segway predicted to revolutionize personal transit in the years to follow.
A lot has changed since Segway’s first calls for a new world order in transportation. However, the PT was not the monumental success some had hoped, and the company was ultimately purchased by rival Ninebot in 2015. Advertising has also evolved since the premiere of Segway’s first people mover, with more ad dollars being shifted from television to digital, as well as the meteoric rise of social media influencers and influencer marketing.
Today, Segway-Ninebot’s line of personal vehicles includes different iterations of the hallmark PT, as well as go-karts, scooters, and their new self-balancing Drift W1 e-skates. As the company continues to push the bounds of transportation, Segway marketing has also adopted promotional practices that speak to new demographics and a new era in advertising.
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