To position the Chevy Silverado HD against the Ford Super Duty all-new Powerstroke diesel engine, we created Max & Al — a personification of the Duramax Diesel engine and Allison transmission powertrain (starring Patrick Warburton and Craig Robinson). This fully integrated online campaign was aimed squarely at heavy-duty pickup truck drivers: a mostly male demographic that appreciates proven dependability. We focused on our Duramax and Allison powertrain's proven track record of 10 years and over 1 million miles, demonstrating that Silverado HD had the powertrain duo with the experience that matters.
The cornerstone of this campaign was maxandal.com, a microsite "man lodge” where viewers could explore the lodge, watch the video episodes, send “congratulations on your baby” ecards to their Ford friends, and engage in other elements of the campaign. Those other elements included a custom Facebook tab within the main Silverado HD page, a Facebook/mobile game where viewers could play the role of Max & Al, and a second mobile app that helped Chevy Truck enthusiasts “talk smack” to their Ford and Dodge friends. We also worked with FunnyorDie.com to create custom content within their site.
Campaign Highlights & Awards:
The cornerstone of this campaign was maxandal.com, a microsite "man lodge” where viewers could explore the lodge, watch the video episodes, send “congratulations on your baby” ecards to their Ford friends, and engage in other elements of the campaign. Those other elements included a custom Facebook tab within the main Silverado HD page, a Facebook/mobile game where viewers could play the role of Max & Al, and a second mobile app that helped Chevy Truck enthusiasts “talk smack” to their Ford and Dodge friends. We also worked with FunnyorDie.com to create custom content within their site.
Campaign Highlights & Awards:
- 2011 FWA Awards: Mobile of the Day "Max & Al's Heavy Duty"
- 2011 Web Marketing Association WebAwards: Outstanding Website Award
- 2011 The D Show (Detroit) Awards: Integrated Branding Finalist, Branded Games Finalist, and Digital Branded Experience Finalist
- Supported by rich media banners, mobile ads and search, the campaign generated tons of online buzz and earned media impressions...and pissed off Ford fans everywhere.
Online Videos
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Microsite
(Site design by Bret Hawpe.)
(Site design by Bret Hawpe.)
Mobile Apps
(Apps produced by Struck.)
(Apps produced by Struck.)
 "Truck Smack" on iTunes  "Truck Smack" Overview |  "Heavy Duty" on iTunes  "Heavy Duty" Overview |
"Heavy Duty" on Facebook
Online Advertising / OLA
 "Meet the Team" Banners |  "Congratulations Ford" Banners |
Social Media
 @MaxandAl on Twitter |  "Funny or Die" Integration |
Max & Al on Facebook
Goodbye
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