Cape Medical drives roadworthy contest

SANDWICH, Mass. - Cape Medical Supply is asking people to keep their eyes open and smartphones handy. Posting a photo of one of the provider's delivery vehicles on Facebook could earn them a Dunkin Donuts gift card.

“They act as sort of a rolling billboard for the company and, other than a bill or a sales representative's business card, it's often the first part of the company the end customer sees,” said Craig Orsi, account director at Grouper Design, which provides PR and design services for Cape Medical Supply.

The #SpotaTruck contest is part of a larger rebranding that began in 2013. As old vehicles need to be replaced, Cape Medical is replacing them with vehicles wrapped with its new logo.

The contest is a way for Cape Medical to hit home that it supplies 622 towns in Massachusetts, Rhode Island, coastal New Hampshire and southern Maine.

“The company was born and raised on Cape Cod, so one of the misconceptions we're always combatting is people think Cape Medical Supply only serves Cape Cod,” Orsi said.

It's working. In its first week, Cape Medical vehicles were spotted in New Hampshire and Rhode Island.

But Cape Medical hopes the contest will help patients learn about more than just its geographical footprint, Orsi said.

“It's a point of emphasis in the company that the drivers are very good with patients, very knowledgeable,” said Orsi.

Contestants and games on social media are a way for businesses to engage with cusomers, said Anna McDevitt, president of Laboratory Marketing. 

“It's a way to keep your content interesting,” she said.