Mack Trucks is driving into new territory with a reality television series it has produced and which will air on the Prime Video streaming service beginning June 19.
RoadLifeTV was produced by Mack’s in-house video production team under the direction of Mark Urmos, who traveled to 32 cities across 32,000 miles over 136 days to tell the stories of people who drive Mack Trucks, which are manufactured in Lower Macungie Township.
The series has eight episodes, which will be released weekly on Amazon Prime as well as on social media and other outlets.
John Walsh, vice president of marketing for Mack, said while creating a series was a large endeavor for the company, it seemed like a natural next step after the story-led marketing campaign the company used for the recent launch of its Anthem truck series, which he said was well received.
“This is all centered around the customer,” he said. “It’s the extra things our customers do with our trucks. This is about them.”
On the documentary-style series, viewers will get a chance to learn more about how Mack trucks are used to haul NASCAR vehicles around the country, with interviews with NASCAR’s Richard Petty and Bubba Wallace.
Also participating in the series are Khalil Mack, defensive end for the Oakland Raiders, and members of the Zac Brown Band.
Walsh said Mack found the stories through working with corporate partners such as NASCAR. Mack is the official hauler for NASCAR.
The company also reached out to its regional sales offices to identify some of its good stories.
Walsh said with so many outlets for consumers to receive messages, Mack felt this story-telling format would be a strong tool for getting attention for the brand, both with building its reputation among the general public and with the idea of selling more trucks.
“Our primary audience is those who make truck-purchasing decisions,” Walsh said. “This is a tremendous opportunity to lift up the brand in general.”
He also noted that there is a serious shortage of professional truck drivers. Mack hopes that by telling inspirational stories about Mack drivers, it will inspire younger people to choose trucking as a career.
“We want to lift the image of the industry in general,” Walsh said.
He said he feels the content is compelling enough to draw in a wide audience to get to know better the Mack Truck.
“I think it’s pretty clear that we’re the most well-known name in trucking, but you can’t rest on your laurels,” Walsh said. “You have to be constantly building your brand.”
RoadLifeTV premiers on Amazon Prime and on the website www.roadlife.tv on June 19.