Hess Corporation has announced that the Hess Toy Truck, a holiday tradition for 48 years on the East Coast, will be available for purchase online this year for the first time.

Details of the 2012 Hess Toy Truck will be announced November 1 and will go on sale November 9 at participating Hess and Hess Express retail stores and at http://www.hesstoytruck.com.

Hess will implement an integrated marketing plan that combines online media buys and traditional ad buys with expanded social media efforts, as well as ties to the free Hess Express mobile app, to reach Hess Toy Truck fans across the United States.

Toy Truck fans can work together to reveal the truck early.  Beginning October 22, fans, through a variety of linked social actions on the Hess Express Facebook page, will be able to slowly reveal—via hints and image pieces—the new Toy Truck model before the official launch.

A new virtual Hess Toy Truck Collection website feature will enable fans to indicate which Hess Toy Trucks they own from past years, reminisce about holidays when they received the truck, and earn digital toy truck collector badges to share with their friends on Facebook.