Detroit Diesel Demand It All Tour

Expanding Detroit Diesel's Brand Reach

The Demand It All Tour

When you have a live event, your brand can only touch the people that attend. But you can interact with your entire customer base when you drive that event online. When Detroit Diesel, a heavy-duty engine manufacturer and long-time client of Pop Art, launched a publicity tour for their first new engine design in several years, we built them a web presence that included social media to bring everything to a much larger audience.

Mapping the Tour

We spearheaded the branding of the campaign from day one, choosing to create and maintain the feeling of a rock and roll concert tour. Then, we built up a web presence where:

• Users could follow the ins and outs of the tour via a “roadie blog”
• Pictures were uploaded through flickr as the tour progressed
• Users could comment on posts and interact with the roadies

Research Driven Media

Our industry research showed that professional drivers are substantially more likely to take purchasing advice from other drivers over truck or engine manufacturers. So we built tools for those people taking part in the tour to blog about drivers they had met. This helped to build the site's credibility.

Viral, Organic Advertising

We built consistent online traffic for the site through email marketing and media banner advertising. And even after the end of the tour, web analytics demonstrated the site was still able to draw traffic as unique visitors learned of its existence.