Dive Brief:

• It's the season of unconventional construction equipment marketing tactics, as a month after Caterpillar released its "Dozer Pride" rap video, Genie has released a "midnight soccer game" video, with the equipment company's tractors competing on opposing teams.
• "What happens to your Genie equipment after the lights go out and everyone goes home after a hard day at work? Does it sit on the job-site or in your yard quietly and patiently waiting for the next work day? Of course not!" Genie wrote on its Facebook page. "Even Genie equipment needs some exercise with a midnight soccer game."
• The game pits Genie White against Genie Blue, and the Blue team pulls out the win in the end. Although the equipment soccer game video hasn't received as many views as the viral Caterpillar video, it has been generating buzz on social media since it was published earlier this week.

Dive Insight:

While it is unclear whether Genie was inspired by the success of Caterpillar's video, fun and unique marketing videos could be a new trend in the construction equipment industry.

Construction companies have tended to stick with old-school marketing tactics and have reported varying results with the use of social media. However, some marketers noted that traditional advertising, with a twist of new media, can yield impressive results for a construction company.

The building sector overall tends to be considered traditional and slowly evolving. But these recent marketing efforts, along with the influx of construction startup news in the past few months, points to a new and innovative path for the industry.