MCHENRY, Ill. As part of its new national promotion for Raybestos Brakes & Chassis parts, Affinia Global Brake & Chassis has developed a progressive promotional microsite and social media campaign.
Its focus is driving awareness of, and dialogue about, the buildup and giveaway of a one-of-a-kind Raybestos ‘32 Roadster Pickup being undertaken by celebrity hot rod builder Troy Ladd of Hollywood Hot Rods in Burbank, Calif.
“One of the most exciting elements of this ‘new media’ campaign is our new website: Talking Shop at RaybestosGarage.com,” says Josh Russell, director of sales and marketing at Affinia Global Brake and Chassis, manufacturer of Raybestos Brakes & Chassis. “The site is interconnected to new Raybestos brand presence on Facebook, Twitter, YouTube and Flickr. This leap into social media established for our customers and fans a direct connection to the Raybestos brand, our builder partners, our racing partners and fellow gearheads.”
RaybestosGarage.com engages fans in a behind-the-scenes, “shop floor” view of the hot rod build, which is chronicled in real time. The site will engage visitors with continuously updated video, photos, content and conversation.
“Connecting with our customers and fans through the excitement of the Raybestos Roadster Pickup build and engaging Troy Ladd and our amazing build partners gives us just that,” Russell added.