Butts in Seats
In 2007 Freightliner Trucks—the leading truck manufacturer in North America—launched their first new truck in nearly a decade, the Cascadia. To help get truckers to give it a test drive we launched our “Butts in Seats” campaign. This element of a larger initiative tracked users as they went from a banner ad, to the test-drive signup and all the way to the final sale.
TAGS: e-mail marketing, butts in seats, freightliner e-mail
The Challenge
Entice professional truckers to test-drive a new truck.
Strategy
We launched a highly targeted paid + earned media and email marketing campaign to promote the test drives, and track its effectiveness.
Results
With a substantially higher-than-average click through rate and large number of drivers who ended up purchasing the truck, the campaign’s success was clearly documented.