Sure, a construction contractor could test-drive a new tractor at its job site. But doesn't using the machine to build your own dirt track and then race dune buggies on it sound like a lot more fun?
Caterpillar thought so, and its customers agreed, judging by the 18% response to a mailing promoting a sweepstakes to win the racing experience.
The mailings went to 1,700 prospects who'd previously financed construction equipment in the California and Arizona territories of six Caterpillar dealers.
The goal of the campaign, created by Rhea & Kaiser Marketing Communications, was to generate buzz for the new Cat 414E Industrial Loader. The machine often is used to smooth out ground for concrete pouring, making it a superb choice for building a dirt race track.
Fred Nichols, management supervisor for Rhea & Kaiser, Caterpillar's agency on the project, says the construction-equipment maker would've been happy with a 5% to 10% response. “Frankly, we were hoping for about 100 leads. As you can imagine, we were delighted when we got more than 300.”
Three winners were chosen from every dealer territory, and each was invited to bring a guest.
One of the two finalists let his son ride in the dune buggy for his last heat, even though the added weight would slow him down a few seconds.
“He lost by one second,” says Nichols, “but you could tell by the look on his son's face that he really won.”
