challenge

As Western Star was rolling out its most innovative lineup of trucks in years, how could Adcom capitalize on the power of P2P influence to create an emotional connection with the brand and create future product demand in a highly competitive category?

Solution:

Adcom conceptualized and executed an industry-first experiential promotion: Star Nation Experience. The overall goal was to give Western Star’s brand advocate community an identity: #StarNation. To do this, we launched and legitimized Star Nation with a first-of-its-kind industry event, which included creating an unexpected, relatable “mascot” (STARSQUATCH) with a goal to drive activations across social and tradeshow touchpoints. The execution was driven through partners and UGC, which amplified customer pride in the industry and the brand while creating brand envy with conquest customers.

Results:

Millions of authentic cross-channel impressions and engagements, thousands of leads captured for future marketing initiatives, dealer marketing activation and increased market share.