Years in the making, the Mack Anthem launch deserves an entire book dedicated to it’s launch. Prior to the official launch on September 13, 2017 in Allentown, PA or via Facebook Livestream that we executed… there were many excellent pieces of marketing content in support of a robust communication plan. The world was hungry for a new Mack highway truck and we delivered.
The core of the campaign started with a series of teaser images. The images were blacked out up close elements of the Anthem designed to intrigue and build up suspense.
On the demand generation front, we built a landing page in Oracle Eloqua which housed a series of nine gated videos designed to begin our lead generation and feed the launch campaign with contacts expressing interest in receiving more and more Anthem content leading up to the launch event.
On the influencer front… we did a brand deal with NFL defensive end Khalil Mack, refreshed NASCAR with ten new Mack Anthems as the Official Hauler of NASCAR, a partnership with Richard Petty Motorsports and Bubba Wallace, country music artist Steve Moakler wrote the Born Ready launch song followed up with a Born Ready album and tour powered by Mack Trucks, a custom designed Anthem with Zack Brown’s Camp Southern Ground, and lastly a full Mack Anthem Lego set. Each of these partnersips went on to become full long form video content in our nine episode documentary series Roadlife which launched on Amazon Prime. All of which were storyboarded, shot, and edited by us in house. By us I mean the five of us on my marketing team.