We developed a list of prospects that we would send a free subscription to Popular Mechanics. Each issue featured a custom cover wrap and inside spread.
We chose to showcase a different product feature on each cover supported by a visual from our mythical location of Lower Visco City—home of Guardol 10-30. The inside covers provided supporting details about these attributes of our lower viscosity oil.
This campaign got our product information into the hands of the most important decision makers and provided a relevant conversation piece for our sales team to follow up with.