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The marketing team then uses its Oracle Eloqua system’s lead-scoring model to qualify each individual. Registrants requesting the viewers on ’s Anthem landing page are required to provide their first and last name, company name, job title, email address and phone number.

The Mack marketing team distributed virtual reality viewers to potential customers, letting them take a VR tour inside the Anthem truck.

Using Oracle Social Cloud, team members also receive an alert when Mack Anthem is mentioned on various social sites, so that they can respond where necessary. Mack uses Oracle Eloqua Marketing Cloud Service and Oracle Social Cloud to connect social activity with the 175,000 profiles in its Eloqua database, so it knows if a person clicked on, say, a Facebook post to view an Anthem-related video and then later downloaded a white paper or looked for other information on. From the start of the Mack Anthem tease campaign in July through the launch of the product in September, the brand pulled in more than 40,000 new social followers.

The marketing team launched a comprehensive social media campaign, pointing Mack’s Twitter followers (now more than 23,000), Facebook followers (170,000-plus), LinkedIn followers (more than 15,000), YouTube subscribers (in excess of 13,000) and its other social communities to videos, photos, text summaries and other content on every aspect of the new truck line.

In all, Mack collected about 7,000 email addresses from the teaser campaign and 3,700 people logged into the live stream of the launch event-significant numbers for a product that costs more than $100,000.

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It produced a series of gated YouTube videos, released biweekly starting in early July, that built excitement for the forthcoming new highway model, culminating in a live stream of the Mack Anthem unveiling on YouTube and Facebook on Sept.“In general, whoever has the best data and does the best job with it is going to win.”Īmong the Mack marketing team’s digital initiatives for the Anthem launch: “It allows us to be more targeted, more efficient and able to measure our activities in a far more effective way,” says John Walsh, Mack vice president of marketing, in an interview at the company’s customer center in Allentown, just miles from the Lower Macungie, Pennsylvania, factory that will build the new Anthem trucks. Mack still uses those analog channels, but it shifted into a higher gear for the Anthem launch with a digital campaign that emphasizes metrics over mindshare. Those channels provided very little opportunity for Mack to craft different messages for its different customer segments, such as fleet managers and owner-operators, who might prioritize various elements of a truck differently. Mack’s integration of modern social, email and website tools was a big step for the 118-year-old American manufacturing icon, for which print ads, glossy brochures and trade shows were the marketing vehicles of choice only four or five years ago.

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In rolling out the Mack Anthem, the company is grabbing the attention of customers, drivers and dealers with a digital marketing campaign that is as bold and efficient as the sleek new big rig.

Out on the highway, though, Mack now holds less than 2 percent of the market for long-haul trucks-a position it intends to improve with the recent launch of the Mack Anthem, its first totally redesigned highway tractor in more than a decade. ALLENTOWN, PA.-Mack Trucks is a powerhouse brand, with trucks bearing its bulldog hood ornament ever-present on construction sites and trash routes across North America.

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