2018 Quaker State 400 Activation
2018 Quaker State 400 Activation
Quaker State painted the Bluegrass state green on July 12-14, 2018, for the Quaker State 400 Presented By Walmart. Although this was the 8th year of the race, we reimagined the event and unveiled all new sponsorship activation elements. Everything was new in 2018, from the pre-race promotion, an internal Shell Lobby Day event, to custom creative and a media buy, to the vast press coverage, to the Walmart sponsorship integration, to the influencer engagement, to the aptly named fan engagement zone, “The Quaker State Pit Stop.”
Quaker State made it a priority to strategically develop custom, branded content that was not only relevant to racing, but also incorporated key product benefits in a humorous tone of voice to engage with fans and customers in a natural and interactive way. These strategies were brought to life through the creative and fan engagement opportunities.
The team worked to develop over 100 new creative assets, including internal communication assets, teaser videos, digital banners, paid social posts, track signage, Quaker State Pit Stop creative, POP, custom wraps, and more that were featured prominently throughout the track and within our media buys.
Fox19 NOW Online (VPM: 1,250,000)
WKYT-TV Online (VPM: 830,659)
WYMT Twitter (Followers: 62,725)
Sports Business Daily Online (VPM: 446,768)
WAVE-TV Online (VPM: 437,947)
KTVN-TV Online (VPM: 166,760)
KSWO-TV Online (VPM: 158,541)
Northern Kentucky Tribune Online (VPM: 49,184)
SpeedwayDigest.com (VPM: 7,894)
KentuckyLatinoNews.com (VPM: 500)
KickintheTires.com (VPM: 500)
The QS400 campaigns delivered over 26MM impressions. Branded Paid Search volume increased 36% in July vs. monthly averages, with QS400 campaigns driving 2.2x CTR. OLV (Desktop, Mobile & Connected TV) – 5M impressions, 3.2M video completes, 65% VCR.
On the B2B side, Quaker State delivered an unforgettable reward for top business performers across North America. Walmart, Ideal Supply, Englefield Oil, Major Brands Oil, Perkins Oil/Fast Track and more. Not only was it a blast for guests to enjoy the race...new friends were made, faces connected with email addresses, and many new things were learned. Given the format of the weekend, this happened on and off the track with the entire group coming together for dinner on Friday night where we had special guests come by for a visit.
When guests arrived to the track Saturday afternoon, it was clear Quaker State was in charge with the green walls and crowd-favorite green rally towels. The first 10,000 fans through the gate received a light up Quaker State Bracelet or Quaker State Fan.
The Larry McReynolds Twitter takeover, comprised of 8 tweets, earned a total of 47,646 impressions and averaged a 0.65% engagement. It created a noticeable lift in impressions earning 6% of total impressions from the weekend.
Jimmy Houston’s Grand Marshal video right before the start of the race earned the highest organic impressions out of all Quaker State 400 content with a total of 14,978 impressions.
Throughout the weekend, his Twitter Takeover consisted of 4 posts that earned 16,034 impressions and averaged a 0.39% engagement rate.
To enjoy one of the few night races on the calendar, guests were treated to start/finish line suites, a curated tent with loads of raffle prizes, and Pit Zero - a custom hospitality space right on the edge of the track. We had friends of Quaker State drop by and chat with guests, from Larry McReynolds and Paul Menard offering insight into NASCAR to Jimmy Houston & Co. teaching guests how to cast a perfect fishing line.
As part of the opening ceremonies of the race, Quaker State announced it has committed $21,000 in 2018 to Speedway Children’s Charities and their efforts to improve the lives of children in the local area. 21,000 was chosen to match the number on the side of the iconic no. 21 wood brothers ford driven by Paul Menard carrying the Quaker State primary colors during race weekend!
Quaker State developed a new activation footprint this year that strategically, encapsulated the Quaker State brand positioning of ‘everything you need, nothing you don’t. It also seamlessly integrated our influencers – Tommy Pike Customs, the LowRider Roll Models, the Fishing League Worldwide (FLW) Anglers and our presented by sponsor, Walmart. We wanted to give fans things they wanted and needed on race day and then tie those unique experiences back to key brand messages and product benefits. The footprint featured 8 main areas where fans and customers could engage with the brand in fun and educational ways, scroll below to see.
And what better way to wrap up the evening than a VIP trip to Victory Lane with race winner Martin Truex Jr.? Guests were featured front and center in Quaker State green to celebrate the race, and to wrap up an excellent weekend.
In an effort to constantly improve guest experience, we administered a comprehensive survey for guests to complete after the event. The results were overwhelming. A critical element of this sponsorship is what it does to incremental sales for Quaker State products throughout the year, and our survey shared with Quaker State distributors and customers focuses on this element. Not only was the feedback positive, it generated considerable ideas for future business development opportunities surrounding the event.
🏁"[This event generates] lots of positive buzz for weeks before and after."
🏁"It is great to see the brand come to life - I believe this will leave a lasting impression on both consumers and customers."
🏁"Try to get more customers to come."
✅"Continue expanding and leveraging this race with our partners. Start communication sooner."
✅"Link QS brand promotions to the sponsorship."
✅Think we should add company names to dinner name tags."
If you have any questions about this event, please contact us.
Copyright of Shell International. Metric support from JWT, MediaCom, The Kerry Group, and Coyne PR. Photos from Sport Dimensions and Harold Hinson. Information and website produced by Sport Dimensions.