Grille to Grille Challenge
To help promote the Cascadia, Freightliner’s new flagship class-8 model, we worked with the truck manufacturer to document a nation-wide series of live events. In order to gather testimonials, every stop was thoroughly documented, and the resulting videos became the backbone of a microsite.
TAGS: Grille to grille challenge, live event promotions
The Challenge
At most, a few hundred people can attend a live promotional event. So how do you broadcast to a target audience of nearly 3.5 million drivers?
Strategy
Take the two trucks to several high-truck-traffic areas across the US and document driver reactions. Distribute the video as microsite content.
Results
Delivering user generated content provided a showcase of “live” driver reactions. Product superiority was clearly validated by drivers’ reactions, leading to a successful initiative and increased sales.