We built a truck out of ice. No, really.
How can we prove the reliability of a product you can’t try out in store?
The MotoMaster Eliminator battery is designed to survive even the harshest Canadian winter, and can start your truck even when it’s 40 degrees below freezing. It’s something you have to see to believe. So we knew we needed to show people its power first-hand.
Canadians often complain about waking up on winter mornings to an “ice cold” car that simply won’t start. So what if we used the MotoMaster Eliminator Battery to power a truck that was literally made of ice?
To build it, we teamed up with a world-renowned team of ice sculptors. But despite their breadth of experience, a driveable truck made of ice was unchartered territory for them.
After extensive testing, 15,000 pounds of ice, and countless hours of manual labour, the Ice Truck took shape. Finally, we took our MotoMaster Eliminator battery, which had been frozen in a cooler to a temperature of -40°F, and placed it under the hood.
Sure enough, it fired right up.
Canadians were blown away by the Ice Truck. Online teasers and video placements earned over 2.5 million views and Facebook likes. The truck made its national TV debut during the appropriately chilly NHL Winter Classic – one of the only professional hockey games played outdoors.
Overall, the Ice Truck garnered a combined total of more than 81 million earned media impressions, and helped boost battery sales by 50% that year.