MCHENRY, Ill. – As part of its new national promotion for Raybestos Brakes & Chassis parts, Affinia Global Brake & Chassis has developed a progressive promotional microsite and social media campaign.
Its focus is driving awareness of, and dialogue about, the buildup and giveaway of a one-of-a-kind Raybestos ‘32 Roadster Pickup – being undertaken by celebrity hot rod builder Troy Ladd, of Hollywood Hot Rods in Burbank, Calif.
“One of the most exciting elements of this ‘new media’ campaign is our new website: Talking Shop at RaybestosGarage.com,” says Josh Russell, director of sales and marketing at Affinia Global Brake and Chassis, manufacturer of Raybestos Brakes & Chassis. “The site is interconnected to new Raybestos brand presence on Facebook, Twitter, YouTube and Flickr. This leap into social media established for our customers and fans a direct connection to the Raybestos brand, our builder partners, our racing partners and fellow gearheads.”
With RaybestosGarage.com, the primary attraction of the promotional site is not merely the standard promotional offer or sweepstakes entry. Instead, the site engages fans in a behind-the-scenes, “shop floor” view of the hot rod build, which is chronicled in real time. The site will engage visitors with continuously updated video, photos, content and conversation. The result should be an ongoing dialogue that is rich, informative and entertaining – whether the visitor is a professional tech, DIYer, hot-rodder or race fan.
“Technology is the enabler, but the conversation requires an essential human element. Connecting with our customers and fans through the excitement of the Raybestos Roadster Pickup build and engaging Troy Ladd and our amazing build partners gives us just that,” Russell added.
The brand’s entry into social media was well thought out, and the strategy carefully considered with Chicago-based social media agency partner 426 Inc.
“We wanted to wait until we had a robust program that would be truly interesting to the multiple Raybestos Brake & Chassis customer groups, and were prepared to engage them in a long term dialogue,” Russell said.
Like the truck itself, the microsite will present featured contributions from a collaboration of industry leaders across the worlds of performance, racing and hot-rodding. Those high profile partners include Ford Racing, Brookville Steel Bodies, Coker Tire, Hilborn Fuel Injection, Wilwood Engineering, Hot Rod Magazine, Wix Filters and several others.
Supported by the microsite, social media outreach, point-of-sale, print media, PR, editorial features, event marketing and national broadcast television coverage, the Raybestos project build and consumer promotion program promises to generate new excitement around the nearly 110-year-old Raybestos brand.
Follow the Raybestos Roadster Pickup build progress, photo galleries and video updates from builder Troy Ladd at www.RaybestosGarage.com.
For more information on the Raybestos Roadster Pickup, the correlating sweepstakes or for questions on any Raybestos brand brake or chassis product, visit www.raybestos.com or call (800) 759-7640.
