Digital Marketing Campaign
Caterpillar Inc. was launching the new Cat ® D6 dozer, which was the first platform change in almost 30 years. So, the challenge was clear: educate (and even re-educate) the target dozer audience about the machine’s features and benefits.
The “Cat Dream Dozer” was created to build awareness, educate customers and drive new prospects. This interactive design game allowed users to create their very own D6 machine with real options, then personalize it by selecting “fantasy add-ons” ranging in tone from cool to crazy. Of the completed designs, six entries were selected as winners and were given an all-expenses paid trip to Caterpillar’s facility to experience the dozer and its’ engineers in real life.
• Before playing, users had to provide contact information; and to qualify as a marketing lead, they could opt in for a chance to win the Dream Dozer Contest.
• In the machine setup stage of the game, the fun copy kept users engaged while raising awareness of the D6 value messaging.
• The ability to share dozer creations using the hashtag #dreamdozer helped create social buzz.
• For media, unique designs were showcased to grab attention and drive traffic to the game.
Not only did the campaign attract attention and stir up some social buzz, it drove real marketing qualified leads for the Fortune 100 company. At the start of the campaign, key performance indicators were identified for the awareness stage, the consideration stage and the conversion stage. With media running for only one month, the campaign received 8 million impressions and 58,000 clicks. But more importantly, generated more than 13,000 new prospects – which was more than 4x the industry benchmark.