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Project Overview
Mack Trucks approached us for some ideas for their 50th Year Anniversary Celebration. We built two apps which helped engage their customers via iPhone and iPad at the Brisbane Truck Show and afterwards via the iTunes Store.
The first app, 'Real Stories', was designed to help Mack get to know more about their customers by allowing them to submit video answers to questions and win prizes. The second app, 'PhotoBooth', allowed people to make custom postcards with their own face and print them out at the Truck Show or at home, and share to Facebook and Twitter.
Project Commissioner
Project Creator
Team
Madhava Jay (Lead Developer), Maurice Kindermann (Designer & Project Manager), James Fleming (Developer), Kalki Rose (Developer)
Project Brief
Mack Trucks approached us for some ideas for their 50th Year Anniversary Celebration at the 2013 Brisbane Truck Show.
After some discussions, it became clear that they were looking for a way to get to know more about their customers. The idea for the ‘Real Stories’ App was borne.
The Real Stories iOS App records people as they answer three questions; two based on how they interact with Mack Trucks, and the third giving them the opportunity to ask Mack Trucks a question.
Once an entry is submitted, entrants automatically go into a draw to win the grand prize – a tour of the Mack Trucks factory in Brisbane. They can also choose to share the app on Facebook & Twitter.
The video entries are compressed and uploaded to our special servers. The app was also featured at the 2013 Brisbane Truck Show on the main runway.
The Mack Trucks Photo Booth app was designed to engage customers in a fun way, and give users a personalised piece of merchandise to take home. The app lets users take a photo of themselves, embed it into a postcard with Mack Trucks branding and imagery, and then print it out using AirPrint. They could also share via Facebook and Twitter.
Photo Booth was very successful. Thousands of people Printed a custom postcard with their face on it at the Brisbane Truck Show, taking home a piece of branding they will cherish forever.
Project Need
Our entry allowed Mack Trucks to gain insight into their customers attitudes and opinions by literally video interviewing them across a range of targeted questions. They will be producing video answers once the promotion is over to respond to some of the customer questions directly on Youtube, thus creating a two way "Real" dialogue with their customers.
With Photo Booth thousands of their target audience were able to create a personalised, branded artifact with their own face which unlike traditional marketing material which is often thrown away, will be kept forever.
Both apps were present at the Brisbane Truck Show for launch and Real Stories is available via iTunes.
Mack Trucks gained a lot of insight into their customer behavior and really made a huge impact at the Brisbane Truck Show.
To provide extra insight we added tracking code to both apps allowing us to see which questions users were answering, which postcards they were choosing and how many social media shares were happening in real time.
The Truck Show also had music, fashion parades, display trucks and giveaways.
In addition Mack Trucks did print media marketing and ran banner ads to promote the Real Stories app.
User Experience
With the 'Real Stories' App, users are asked three questions; two based on how they interact with Mack Trucks, and the third giving them the opportunity to ask Mack Trucks a question. The questions asked are based on their choice of customer type: Owner, Driver or Enthusiast.
We felt it was important that people could share their experience so we provided Facebook and Twitter sharing. To make this possible at the Truck Show, we implemented a special kiosk-friendly version of Facebook and Twitter sharing.
For the 'Photo Booth' App, the idea was to make the experience playful and allow the user to choose the postcard picture they wanted as well as a character they liked. Once chosen, they were prompted to take a photo of themselves and pinch and pull their face into the masking frame.
Once the postcard was generated they had the option to print a real version which went through AirPrint and came out of a 4 x 6 Photo Printer near the front of the Mack Booth.
Additionally, users were encouraged to share the postcards directly to their Facebook Wall or Twitter feed and to sign up to the Mack Trucks newsletter.
Project Marketing
The marketing strategy was to launch both apps at the Brisbane Truck Show which attracted a crowd of over 35,000 visitors. Mack Trucks had an impressive booth complete with catwalk, fashion parades and live music, along with specially designed Kiosks to showcase the iPad apps.
Mack Trucks advertised their presence at the show via print media and online banner ads to drive downloads and attendance to the Truck Show.
The 'Real Stories' app continues to be available until later in the year when the prize pool will be drawn. Once the promotion ends we will re-release the app without the competition and provide a permanent shoutbox / video question system for Mack Trucks to use in future events and promotions to continue to gain insights into their customers.
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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