Earlier this month, Caterpillar released a video featuring five of its construction machines in the largest game of Jenga ever played.
Using 600-pounds blocks, Caterpillar excavators and telehandlers were used to construct a massive eight-ton Jenga structure in a space the size of two football fields.
AdAge.com claimed Caterpillar’s “Stack” video generated over a million views within days of being released, making it a viral hit.
“We’ve seen an incredible level of interest in this video,” said Nicole Serena, the social media community manager for Caterpillar’s global brand marketing division, “It really has blown us away.”
According to Serena, engagement rates for the video have climbed to more than 1.5 million views on YouTube and over 28.3 million estimated impressions on Twitter. Serena claimed the key to the video’s success was making sure everyone – dealers and employees – understood how best to leverage the video on social platforms.
“We have over 118,000 global Caterpillar and 160,000 dealer employees – and they’re our best brand advocates,” said Serena, “Our first order of business was getting them excited about the video and asking that they get involved in sharing with their friends and family.”
Serena says her team also reached out to social media leads within Caterpillar and the brand’s dealers. “We segment our social media accounts by brand, industry and dealers,” explained Serena, “With 178 global dealers, and over 20 industries we serve, that’s quite a few Caterpillar accounts.”
Serena said her brand has been active on YouTube since it launched its channel on the video platform in 2008.
“We’ve posted over 1,500 videos and had almost 20 million video views,” confirmed Serena, “When we started planning this video last fall, we knew our customers were very active on YouTube and hungry for video content, but we didn’t want to create just another product video.”
Serena said her team wanted to make something unique and different to show a side of Caterpillar that hadn’t been seen before.
Filmed as part of the brand’s “Built For It” campaign, Caterpillar couldn’t share any details on upcoming videos, but Serena did say quite a few ideas didn’t make the cut.
“We did a lot of brainstorming, and were open to all ideas – even the ones that would be incredibly challenging,” said Serena, “We worked closely with the demonstration instructors at one of our demo facilities and they helped us understand what could and couldn’t be done.”
Serena credits the instructors with helping her team find ways to show how Caterpillar equipment could translate to real life, “They understand some of the challenges our customers face on job sites every day.”
Watch the following video to see how Caterpillar created the most massive Jenga game ever:
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