Caterpillar Says Thanks

Simantel worked with Caterpillar to develop the Caterpillar “Say Thanks” campaign to drive awareness and provide a messaging platform grounded in appreciation of customers.

A critical element of saying “thank you” was to reward customers. Simantel developed a three-contest campaign that would not only reward customers, but also address Caterpillar’s challenges in initiating out-of-channel relationships.

Experience
Each contest was designed to build greater excitement and traffic, and additionally required ongoing interaction and engagement with the website. Contest No. 1, “Win a Pizza Party with Mike Rowe,” asked for video/photo submissions and online voting to determine winners. For contest No. 2, “Win a NASCAR Trip,” entrants were given the chance to have their company logo displayed on Caterpillar’s No. 31 car. In contest 3, participants entered to win $10,000 worth of Cat parts or products. All visitors to the site—whether entering or voting—were required to register. Simantel gathered lead information and provided it to Caterpillar.

Results
Lead generation metrics are still being calculated, but results from contest participation shows that momentum grew throughout the campaign. Over 29,500 unique visitors registered to vote or enter in contests.

MarCom Awards 2012 Winner
The Say Thanks campaign received two MarCom Awards in the Marketing/Promo Campaign/Marketing Materials category. The teaser materials earned platinum honors and materials for Contest No. 1, “Win a Pizza Party with Mike Rowe,” earned gold.