Adweek
6 months agoMarketing
Volvo's Truck-tastic Stunt Aims to Ignite Truckers' Banter
Volvo Trucks launched a teaser campaign for its new VNL line of semi trucks by stripping a model of its brand markers and parking it at a rest stop with the hashtag #WhatTheTruck.
The campaign involved hidden mics and cameras to capture drivers' reactions and speculation, as well as disguised improv actors to encourage conversation and social media posts using the hashtag. [ more ]