DieHard is rallying fans of the automotive accessories parts brand through "DieHard From the Start" campaign that encourages them to share the love of the brand.
Developed with agency Upshot, the effort required a team approach, with Havas responsible for social community management and out-of-home media; iProspect for digital media planning/placement; Evoke for video content; and Zeno Group for PR.
The concept recognizes DieHard's core buyers by "celebrating fandom and all the crazy energy that comes with being a DieHard fan," the company stated.
The creative seeks interaction by asking consumers to submit how they became a DieHard user.
Finalists will be encouraged to invite friends and relatives to vote for them via social channels; the top two vote-getters each month will get a $4,000 voucher to plan their "ultimate fan experience."
The campaign is running across social media via Facebook and Twitter, digital display, select social influencers and out-of-home in select markets. Florida and Texas ran in June and early July. The initial media investment is over $500,000.
This effort is unique for the DieHard brand, as it celebrates the origins of people’s DieHard fandom rather than serve as an explicit promotion of DieHard products.
"We are exploring the moments when people became fans of sports, cars, adventure, travel, and a whole host of other experiences that fans have passion for," per the company. "Their fandom is durable, energetic and powerful. Traits that DieHard brand embodies."