Go RVing partnered with MGM in 2021 to recruit real RVers in Wyoming to recreate the Addams Family Snap Snap motif using only RV sounds, generating more than
Go RVing Turns the Addams Family Snap Snap Into an RV Orchestra
Go RVing's 2021 Addams Family RV Orchestra campaign features real RV owners using the natural sounds of their vehicles and campsites — horns, doors, ice cubes, microwaves, bike bells, and grills — to recreate the iconic Snap Snap motif from the animated film The Addams Family 2, positioning recreational vehicle travel in the United States as a creative, communal, and culturally resonant lifestyle, according to Rvia.
The campaign emerged from a formal partnership between Go RVing and Metro-Goldwyn-Mayer, announced on September 20, 2021, according to the RV Industry Association. Its launch window ran from late August through October 2021, timed to coincide with The Addams Family 2 opening in theaters and through at-home viewing on October 1, 2021, according to Duluthnewstribune. Real RV owners were brought to Firehole, Wyoming, where their vehicles were arranged as a functional orchestra, with each participant contributing a distinct sound drawn from everyday RV life. The resulting footage was assembled into a montage that captures both the variety of RV setups across the United States and the spontaneous creativity that the Go RVing brand associates with the lifestyle, according to Gorving.
Three commercial formats were produced: a 60-second version distributed through Go RVing's own digital channels, and 30-second and 15-second edits placed across a wide broadcast and cable footprint that included ESPN, Big Ten Network, MLB Network, Turner Sports, TBS, Comedy Central, TNT, A&E, Syfy, TV Land, Paramount, and Outside TV, among others, as documented by Outdoor Sports Wire. The Clapboard Score for this campaign is 63 out of 100, reflecting a concept that earns points for cultural relevance and authentic casting but leaves room for deeper narrative development.
Go RVing operates in a United States recreational vehicle market that was forecasted at approximately 523,000 to 543,500 unit shipments for 2021, representing a potential increase of around 5.7 percent over 2017 levels, according to HDin Research. Against that backdrop of surging domestic demand for outdoor recreation and leisure travel, Go RVing's strategic decision to anchor a fall campaign to a major theatrical release reflects a calculated effort to reach audiences beyond the already-converted RV owner, according to Middlemarketgrowth.
The partnership with Metro-Goldwyn-Mayer gave Go RVing access to the promotional infrastructure surrounding The Addams Family 2, a broadly marketed animated film with multi-generational appeal. By linking the RV lifestyle to a property built around unconventional family togetherness, Go RVing drew a deliberate parallel between the Addams Family's embrace of the eccentric and the RV community's own identity as travelers who do things differently. This is a positioning play that competitors such as Outdoorsy and RVezy, which focus their messaging on peer-to-peer rental convenience and fleet accessibility, do not pursue. Go RVing's approach is less transactional and more aspirational, targeting cultural belonging rather than price-per-night value.
The decision to cast real RVers rather than actors or influencers further sharpens that strategic line. Authenticity functions as a differentiator in the recreation and leisure category, where consumer trust in user-generated and participant-led content consistently outperforms polished brand storytelling. By building the montage from genuine participants in Firehole, Wyoming, the campaign lends credibility to the claim that RVing produces the kind of spontaneous, memorable experiences that the brand's broader positioning in the United States promises.
The Addams Family RV Orchestra is built on a single, disciplined creative constraint: every musical element in the Snap Snap arrangement must originate from an object found in or around a recreational vehicle. Production credits for this campaign are not publicly documented, and the agency responsible has not been disclosed. What the finished work makes clear, however, is that the sound design and editing required both compositional planning and precise post-production synchronisation to make the assembled clips read as a coherent musical performance rather than a collection of novelty footage.
The location selection reinforces the creative logic. Firehole, Wyoming provides the visual credibility of genuine outdoor RV culture — wide landscape, varied terrain, and the kind of setting that communicates self-sufficiency and adventure without artificial staging. The participants arrived with their own vehicles and contributed their own sounds, which means the production team was working with inherently unpredictable raw material. Horns, cabinet doors, ice cube dispensers, microwaves, bicycle bells, and portable grills each carry a distinct pitch and rhythm that had to be mapped to the Addams Family theme before filming, then matched in the edit.
The montage format, as documented in Clapboard's editorial records, serves the campaign's dual objective efficiently. Each cut introduces a new RV owner and a new sound source, communicating the diversity of the RV community in the United States while simultaneously advancing the musical arrangement. The 60-second version, distributed through Go RVing's owned channels, allows the full orchestral build to resolve; the 30-second and 15-second broadcast edits compress the payoff for network audiences on ESPN, TBS, Comedy Central, and Syfy, where attention windows are shorter and brand recognition must arrive quickly.
The fall campaign generated more than 213 million impressions for Go RVing, according to the RV Industry Association. That figure reflects the combined reach of the broadcast network placements — spanning ESPN, MLB Network, TNT, Comedy Central, A&E, and others — alongside Go RVing's owned digital distribution. The campaign also produced 148,000 website visits, as reported by the RV Industry Association, indicating that the impressions delivered measurable traffic to Go RVing's platform and not merely passive exposure.
Those results are structurally explained by the media strategy rather than the creative alone. The broadcast footprint was deliberately diverse, covering sports networks, entertainment cable, and genre channels including Syfy and TV Land, which expanded the campaign's reach beyond the core outdoor recreation audience in the United States to include entertainment viewers who arrived at the Snap Snap concept through The Addams Family 2 promotional context rather than prior RV interest. The MGM partnership effectively co-funded the cultural relevance that made the creative viable at scale.
The Clapboard Score of 63 out of 100 captures the campaign's honest ceiling. The Snap Snap constraint is clever and the casting authentic, but the concept functions as a promotional execution tied to a specific film release rather than a platform that builds lasting brand equity for Go RVing. Its effectiveness is real and measurable; its ambition is deliberately bounded by its tie-in structure. Within those parameters, the campaign performs above the category average for a single-flight promotional film in the recreation and leisure space in the United States.
The Addams Family RV Orchestra is a 2021 campaign from Go RVing in which real RV owners use vehicle and campsite sounds to recreate the Addams Family Snap Snap theme. Produced in partnership with Metro-Goldwyn-Mayer, it launched in the United States to coincide with The Addams Family 2 film premiere on October 1, 2021.
The campaign generated more than 213 million impressions, according to the RV Industry Association. It also drove 148,000 website visits for Go RVing. The results reflect the combined reach of its broadcast placements across ESPN, TBS, Comedy Central, and other cable networks alongside Go RVing's own digital channels.
The campaign was filmed in Firehole, Wyoming. Real RV owners brought their own vehicles to the location, where they were arranged as an orchestra. Sounds including horns, cabinet doors, ice cube dispensers, bicycle bells, and microwaves were used to recreate the Addams Family Snap Snap motif for the production.
The 30-second and 15-second edits aired across ESPN, Big Ten Network, MLB Network, TBS, TNT, Turner Sports, Comedy Central, A&E, Syfy, TV Land, Paramount, and Outside TV, among others, as documented by Outdoor Sports Wire. The 60-second version was distributed through Go RVing's own digital channels.
Go RVing partnered with Metro-Goldwyn-Mayer to create the campaign. The partnership was announced on September 20, 2021, according to the RV Industry Association. It served as a promotional tie-in for The Addams Family 2, which opened in theaters and became available for at-home viewing on October 1, 2021.
The campaign received a Clapboard Score of 63 out of 100. The score reflects strong marks for cultural relevance and authentic participant casting but acknowledges the campaign's bounded ambition as a single-flight promotional tie-in rather than a platform designed to build long-term brand equity for Go RVing in the United States.
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