How Bold Positioning and Integrated Entertainment Activation Enabled LINE-X to Dominate the SEMA Show
As the agency of record for LINE-X LLC. for more than 10 years, DRIVEN360's bold integrated brand marketing communications strategy allowed LINE-X to transform from a simple truck bedliner product company into a complete lifestyle brand that is now one of the most sought-after protective coatings/automotive aftermarket marques – with customers, fans, followers and supporters all over the world.
As a constant presence at the largest automotive aftermarket show in the industry – the Specialty Equipment Market Association or SEMA Show held annually in Las Vegas – the brand's evolution was evident as more buzz was created every year. The show averages more than 150,000 attendees representing all automotive trades, as well as more than 3,000 members of the media, celebrities and social media influencers.
As an automotive aftermarket company, a bold and effective integrated marketing and communications strategy is required to stand out over competitors. Through extreme custom vehicles, celebrities, new products and of course, bold media coverage, DRIVEN360 helped the LINE-X brand become what it is today – transcending the world of protective coatings to become an emotionally connective global brand.
Highlights
2014 - Duck Dynasty
LINE-X partnered with reality TV star and Duck Dynasty family member, Willie Roberts, to announce a new, turnkey truck customization program being offered by LINE-X franchises throughout North America.
2015 – Craig Morgan
LINE-X teamed with Army veteran and country music artist, Craig Morgan, for a 360 integrated marketing communications program (PR, tour integration/activation, social media, marketing/ad campaigns and more). DRIVEN360 leveraged both automotive and music industry media to highlight Craig Morgan and LINE-X's 'unbreakable' lifestyle at SEMA and throughout the rest of the year.
2016 – The Diesel Brothers
LINE-X joined forces with the Diesel Sellerz of the hit Discovery show The Diesel Brothers. Both Diesel Dave and Heavy D not only made booth appearances, they talked to media and fans about how they have been integrating LINE-X into their builds, an incredible endorsement of the product’s quality and durability.
2017 – Robbie Maddison & The Diesel Brothers
In 2017, LINE-X teamed up with Freestyle Motocross X-Games Gold Medalist Robbie Maddison to highlight the use of LINE-X on his motorcycle converted to ride on water (waves). Using the theme and hashtag #ExtendYourLimits, LINE-X showcased new, unique uses for the coating for motocross, a special forces military vehicle and a fully coated Ford Raptor. Additionally, the Diesel Brothers were brought back to entertain and update fans on some of their most recent LINE-X projects.
2018 – Jesse James & The Diesel Brothers
At this SEMA show, LINE-X celebrated 25 years of unbelievable growth and leadership across the coatings/aftermarket industry. To celebrate its humble beginnings in 1993, the brand commissioned world-famous fabricator and chopper icon, Jesse James, to transform a 1993 Dodge Ram D350 flatbed into a show-worthy masterpiece. He built a one-of-a-kind welding truck that illustrated several practical applications of LINE-X. On the other extreme, the Diesel Brothers transformed a RAM 3500 and built one of the most impressive overlanding vehicles at the show, complete with a bed-mounted tent and other outdoor accessories.
2019 – Jesse James & Kenny Pfitzer
As the year of the Jeep Gladiator, LINE-X once again stood out from the crowd and reinforced the power of its product through transforming a brand new Jeep Gladiator. The theme was “LINE-X Country,” and it gave the brand the ability to highlight even more uses for its coatings, which included a fully coated 2019 Jeep Gladiator, and 1957 Chevy Cameo, a Baja pre-runner that incorporated some of LINE-X’s most durable coatings throughout the vehicle.
Results
DRIVEN360 was able to take a virtually unknown brand in the automotive aftermarket industry and using the power of SEMA, turn it into the world’s leading provider of polyurea coatings with more than 660 locations and tens of thousands of satisfied customers.
- LINE-X has averaged more than 25 interviews at each SEMA Show which have resulted in millions of impressions and millions in ad value equivalency.
- The Fox Sports Show has covered the LINE-X brand at SEMA the last four consecutive SEMA Shows giving the brand tremendous national TV exposure to its target demographics.
- Year over year, LINE-X has experienced a double-digit growth in product sales, new franchises and corporate profits with the help of its integrated marketing and communications strategies.
- The well-executed communications strategies have exposed LINE-X to several non-automotive industries where it has been able to provide coatings solutions for products in medical, manufacturing, industrial, construction, powersports and others.
