Back in December, Mullen unveiled a campaign for rail transportation company CSX which centered on a fictitious Santa Claus Conspiracy and a conspiracy theorist Craig Waarheid who believed Santa Claus used CSX to deliver Christmas gifts.
Now Mullen is out with a follow up to that campaign entitled “The Intermodals,” a Lego and Thomas the Train Engine-like episodic story featuring miniaturized versions of CSX equipment. There’s Mike the Train, Carl the Truck, Bob the Crane, Rosie the Ship and Randy and Sandy the Stacked Containers.
The campaign, a humorous and tongue-in-cheek-style educational series, launched late last month with an introductory video:
There are 16 episodes so far, all of which are house on a campaign site, The Intermodals. Also on the site are downloadable wallpaper collections and Modal Mania,“a game coded by Mullen Lowe that challenges visitors to place shipping containers on the correct mode of transportation — truck, train or ship.”
The campaign is being promoted with page takeovers on CNN.com and in the CNN mobile app as well as on the brand’s social media sites:
Carl and Mike discuss their intermodal relationship in this installment of #TheIntermodals. http://t.co/qIw84gpPc4 pic.twitter.com/759jTJUSsY — CSX (@CSX) June 30, 2015
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