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.