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Driven To Succeed: Mack Performance Tour Case Study
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Driven To Succeed: Mack Performance Tour Case Study

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How Mack Trucks puts its customers in the driver's seat for powerful endorsements

How Mack Trucks puts its customers in the driver's seat for powerful endorsements

Published in: Business
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  • 1.   Driven to Succeed  How do you get people to buy a new heavy‐duty truck that comes with additional  pollution‐control equipment and a higher price tag? Put real drivers behind the wheel  and let them talk about the product.    In the summer of 2007, Mack Trucks sent 20 of its newest rigs across North America to  spread the news about the performance of vehicles equipped with its US'07‐certified  engines. As part of the Mack Performance Tour the vehicles visited dealerships in the  United States and Canada.    Over the course of five months I conduct on‐camera interviews with truckers after they  test‐drove the vehicles — 85 drivers in two countries and eight cities. Initially Mack  mounted the interviews on a microsite. Later they used the material in a variety of  marcom projects, including ads, media pitches and a private‐label magazine.            www.jeffwidmer.com 

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