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BtoB

Caterpillar to be featured on Discovery Channel’s ‘American Chopper’

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Peoria, Ill.—Caterpillar has entered the branded entertainment marketing arena.

The construction equipment manufacturer has embarked on a marketing effort built around Discovery Channel’s "American Chopper" series.

In episodes slated to air April 4 and 11 at 10 p.m., Orange County Chopper will build a "Cat Chopper," a motorcycle inspired by the Caterpillar brand.

In conjunction with the program, Caterpillar will launch a "Cat Chopper Tour" on May 1 with more than 30 scheduled appearances at Caterpillar dealers across the country.

—Sean Callahan

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