Tenneco Inc., manufacturer of Monroe shock absorbers and struts, introduced its automotive ride control “Everything Gets Old” campaign to baseball fans across North America on opening day of the 2013 Major League Baseball (MLB) season.
The campaign’s “Everything Gets Old. Even Your Shocks” message will appear in behind-the-plate and baseline banners in several MLB stadiums and reach millions of additional fans watching game broadcasts throughout the season.
The campaign reminds consumers that their vehicles’ shock absorbers and struts eventually wear out and need to be replaced. Because these ride control components are “hidden” beneath the vehicle, the campaign compares their gradual wear to more readily visible consumer items, including bananas, shoes, socks, tires, toothbrushes – and even baseballs.
In addition to MLB stadiums, “Everything Gets Old” will be featured in hundreds of roadside billboards, thousands of radio and print ads, and in an extensive digital campaign that includes Web banners, “in-app” music/radio ads and other engagement-driven elements.
“Our in-stadium banners generate tremendous response, both among fans at the ballparks as well as the millions of consumers who see our message in game broadcasts and in highlights replayed in sportscasts and shared via the Web,” says Monroe Brand Manager Carri Irby.
“Our goal is to connect with vehicle owners who might never have thought about the condition of their shocks and struts, and to encourage them to have ride control safety inspections performed as part of their next vehicle service occasions.”
For details on the company’s integrated marketing campaign, see Tenneco to consumers: shocks, struts ‘Get Old’.
