The rollout of the new Robalo Boats R160, its first center console boat, motor and trailer package with prices starting below $20,000, gave the company more than 100,000 views throughout the pre-event blitz and a four-part video presentation and unveiling Wednesday.
The results far exceeded expectations, the company said.
More than 50 resources, including dealers, vendors and interested customers, also shared the rollout on their social media sites.
Traffic at Robalo.com was up more than 400 percent in one day, with milestone interest in the R160 and equal interest in the company’s larger R180 sister ship.
"Reaction to the R160 rollout has been unprecedented," Robalo president Jim Lane said in a statement. "We've had reaction from all over the world. Not only have we had massive customer participation, but the rollout has also sparked interest from throughout the boating industry. Never have we experienced anything like the power of social media for a new product rollout."
Instead of a traditional boat show or dealer meeting new-product introduction, Robalo said it opted for a social media unveiling because Facebook's demographics perfectly fit the R160s target market.
Robalo's R160 marketing efforts started almost two months ago with a drape-covered mystery photo that was used in promotions and advertising, and on social media.