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Bobcat Company will produce the millionth Bobcat® loader in 2014 and is celebrating all year long with the Bobcat “Unstoppable” campaign.
Although the millionth machine will roll off the line at the Bobcat Gwinner, N.D., facility sometime during the year, Bobcat Company is focused less on the actual millionth machine and more on what it signifies.
“This celebration is about what we’ve accomplished in building all 1 million loaders, which is unique in the compact equipment industry,” said Laura Ness Owens, Bobcat Company director of communication. “The Unstoppable theme signifies this is really just the beginning for Bobcat Company. Our 50th anniversary in 2008 celebrated our history and heritage, but the Unstoppable campaign celebrates this tremendous milestone and the fact that we have no plans to slow down.”
The celebration started in January, as Bobcat Company kicked off a contest to give away a Special Edition One-Millionth Bobcat Loader to whoever can best answer the question, “How does Bobcat make you unstoppable?” The contest is open to the general public through June 30, and entries will be judged on completeness and creativity. Bobcat is also giving smaller prizes to weekly and monthly winners who go on to qualify for the grand prize (the contest is open to residents of the continental United States and Canada, excluding Quebec).
Special-edition Bobcat Loaders
Bobcat will unveil its Special Edition One-Millionth Bobcat Loaders at the CONEXPO-CON/AGG trade show in Las Vegas, March 4 – 8. These skid-steer and compact track loader models have special paint and decaling schemes, and will be available through authorized Bobcat dealers in limited quantities during 2014. The show will also feature displays commemorating the milestone and a mobile Bobcat Store offering special celebration merchandise, including a collectable limited-edition loader scale model (also available at the online Bobcat Store).
The quarterly Bobcat Company magazine is showcasing special Million Loaders Celebration advertising and editorial content throughout the year, with feature articles on longtime customers who have helped Bobcat Company reach this milestone and whose lives and businesses have been positively impacted by Bobcat equipment. WorkSaver magazine subscriptions are offered free at Bobcat.
Bobcat Company social media channels — Facebook, Twitter, LinkedIn, Google Plus, Flickr and YouTube — feature various elements of the celebration and Unstoppable content and promotions. Fans and followers can participate in merchandise giveaways and trivia contests, show pride by selecting a “pride badge,” share stories and read about how others are joining in the celebration. A special app enables customers to upload photos and apply a custom “One Million Strong” treatment.
Bobcat Company is also featuring several campaign videos, including a series called “On the Line,” which highlights the individuals behind the making of Bobcat loaders and the heart and soul they put into building them. Another video shows a morphing evolution of Bobcat loaders over the last 50 years.
“We are inviting everyone to celebrate with us,” said Ness Owens, “anyone who has ever bought, built, sold or used a Bobcat loader; has been drawn to compact equipment, or has had their lives positively impacted by Bobcat Company one way or another — they were all part of Bobcat reaching a million loaders, and they should all celebrate that.”
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