In support of their new Intelliroute TND products, Rand McNally hit the road to educate truck drivers on this new product, thank them for their tireless efforts and anoint one lucky hauler Navigator of the Year.
The program targets over-the-road truck drivers where they spend the bulk of their time: on the road. The goal: elevate awareness and sales of the navigation tool amongst owner operators, leased drivers and company drivers. With two teams, one on either coast, the tour hit various Flying J and Pilot stores (a promotional partner) from coast-to-coast, giving product demos, offering up a hot cup of coffee, cold drink and a pat on the back. Between regular stops, larger events were executed where drivers were treated to BBQ and entertainment.
As a promotional overlay, we created the Navigator of the Year Award, a $25,000 prize to the trucker with the best, most unique or dynamic hauling experience. The entire program is amplified through social media activations on Facebook and Twitter, while the promotion entry portal is hosted on a micro-site.
