Case study

2. How do you tap into
the passion of a highly
independent trucker
audience, loyal to your
competition?

3. Give them the ideal truck.
(One that lets them be unique,
ride comfortably and make money.)

4. Find an
innovative way to
engage them

5. Become their ally
– their VOICE –
in bringing pride to
a profession that’s
lost its esteem

6. You tell
– their STORIES–
of the true
American Trucker

8. Production

9. Over 700
Auditions

10. 21 Days On The Road

11. …Covering 17 States

12. …5,255 Miles

13. 20-Person Crew

14. 10 Weeks of Editing
Rights for 27 Songs

15. 25,000 DVDs

16. …Programmed With Bonus Features

17. Engaging
Truckers

18. Generate buzz around a
“tread carpet” premiere event

19. With E-mail…

20. Direct
Mail…

21. Online Advertising

22. And Blogger Relations…
Blogger Relations
Direct Mail…

23. …Driving Online for Registration

24. Filling The Angelika Theater in
Dallas on August 22

25. Anxious truckers await
Media and truckers eagerly filed into the
the screening
premiere.

26. Over 300 Media and Truckers
Filled The Auditorium

27. The stars mingled and signed
autographs at the post party

28. …accompanied by live music

29. Film Merchandise…

30. …available in permanent form

31. Nearly 5,000 DVD Sales
Through Truck Stop
Conglomerate
Flying J…
…Via POS and DR print

32. Charity Promotion
$3 Donation with
DVD Purchase
Yielded $15,000
donation to ATA

33. “Host A Viewing”
Kit To Dealers
Holiday mailing to
top 2,500
prospects

34. The Results

35. Nearly 5,000 DVDs
28,929 website sold in Flying J
visitors
10,744 handraisers
via website
Full house
at film premiere
Coverage in every major
trade publication

36. FINALIST
Attention from the Marketing Community

37. “I’ve got three letters for you this morning, ladies and Gs:
W.O.W. That’s my reaction after seeing Navistar’s film
Drive and Deliver…The packed movie theatre that night
rendered a pretty dramatic verdict, as well. They gave the
movie a three-minute standing ovation.”
- Sean Kilcarr, Fleet Owner Magazine

38. “This [film] is a story about a glamorous truck and an
unglamorous lifestyle. It shows truckers as they really
are: hard working, decent and human…It could go
far to bolster the public image of truckers in the eye
of the public.”
- Blogger Linda Sunkle-Pierucki