Navistar takes 'Get in Gear' campaign digital

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Truck and diesel engine maker Navistar International will roll out the digital components of its b-to-b campaign, “Get in Gear,” over the next two weeks. The company worked with agency Fathom Communications on the effort, which spans direct mail, e-mail, search marketing and digital advertising.

“The goal is to engage as many medium-duty customers as possible,” said Mark Johnson, integrated marketing and brand strategy director at Navistar. Medium duty vehicles include commercial trucks, such as delivery, landscape and tow trucks.

The digital element will allow consumers to create and send personalized voice messages from racing celebrities Dario Franchitti and Jamie McMurray. The messages, embedded with brand information, can be sent via phone or e-mail.

The company sent out a direct mail piece and launched a sweepstakes component on September 24.

“We're focusing on sending out customized messaging through a digital advertising platform,” said Johnson.

The “Getting in Gear” sweepstakes gives participants the chance to win a trip to the 2011 Daytona 500 as a guest of Navistar, he said.

The program includes significant data collection, said Johnson. The company will collect e-mail addresses and phone numbers as participants enter the sweepstakes and customize messages, he said.

Navistar will re-target individuals who opt in. Overall, the company is hoping the campaign will translate into a 20% lift in sales at dealerships around the US, Johnson said.

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