Demand It All Tour
When Detroit Diesel, a heavy-duty engine manufacturer needed to launch a publicity tour for their first new engine design in several years, Pop Art built a web presence that leverages social media to push their message out to a broader target audience.
The Challenge
Bring a limited tour to a potential audience of 3.5 million truckers in the US.
Strategy
Brand the tour, and then build an online social forum where drivers could post what they thought about the tour stops.
Results
The site traffic has exceeded expectations, and thanks to a self-sustaining viral campaign has continued to grow well after the paid-media campaign ended.