2019 Quaker State 400 Activation
2019 Quaker State 400 Activation
Heading into the 9th annual edition of the race, there was still something special about the 2019 Quaker State 400. Over 450 guests joined us across three different hospitality experiences and one of the most integrated Quaker State fan engagement zones ever developed. Kentucky Speedway was unmistakably branded from the moment you drove onsite and all the way to when you stepped inside the newly-converted 100-guest suite experience.
Quaker State motor oil is an iconic brand that has been trusted for more than 100 years. Throughout our history, Quaker State has been involved in some of the most memorable moments in motorsports, with some of the most recognized names in the sport. To honor our history and to celebrate the 20th anniversary of Kentucky Speedway, Quaker State designed three throwback paint schemes, inspired by famous Quaker State drivers and their cars. Leading up to the race, Quaker State gave race fans the chance to bring back a piece of racing history by voting on their favorite throwback design. The paint scheme inspired by the 2005 Quaker State sprint car that Steve Kinser drove to his record-setting 20th World of Outlaws championship, raced into fans’ hearts and took to the track on Saturday, July 13th; adorning the No. 21 Wood Brothers Ford Mustang, driven by Paul Menard.
Steve Kinser was at the track on race day to sign autographs and meet the drivers before the race. To kick off the race Larry McReynolds gave what some are calling “the greatest starting command in racing ever.” Larry Mac and Quaker State have over 30 years of racing history. In ‘88, Larry was the Crew Chief that led Ricky Rudd to victory lane, clenching Quaker State's first NASCAR Cup Series win. Over three decades later, we were honored to have him serve as the Grand Marshall at the 2019 Quaker State 400.
.@LarryMac28 and Quaker State have over 30 years of racing history. In ‘88, Larry was the Crew Chief that led Ricky Rudd to victory lane, clenching Quaker State's first NASCAR Cup Series win. Over three decades later, he’ll be the Grand Marshall at this year's #QS400. pic.twitter.com/Z5xvr5Gvk1— Quaker State (@QuakerState) July 10, 2019
On the B2B side, Quaker State delivered an unforgettable reward for top business performers across North America. Hyundai Canada, RelaDyne Quality Petroleum, B&J Supply, Ideal Supply, Englefield Oil, Major Brands Oil, Perkins Oil/Fast Track and more all brought impressive groups to the event. 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.
In addition to the Quaker State Pit Stop Quaker State and Hagerty hosted a car show on Thursday which featured about 100 vehicles. Enthusiasts and fans are encouraged to showcase their vehicles and enter into the car show to be judged and awarded recognition from some of Quaker State celebrity judges and ambassadors including Larry McReyonds, Jimmy Houston, Tom Carter, Tommy Pike and Joe Ray.
Every day we hosted an open fishing hour with Jimmy Houston, where fans at the Kentucky Speedway campgrounds could fish with Jimmy at the lake. Pre-race activities also included an autograph signing with all of the Quaker State influencers at the Pit Stop, Pace Car Rides, Driver Introductions, driver meet and greets, and much more.
Thanks so much to @QuakerState & @KySpeedway for allowing me to be The Grand Marshall last night for the #QuakerState400 Such an honor for me! Thanks to all who commented on my command! It only reflects my passion for the sport of #NASCAR I truly love! #FB— Larry McReynolds (@LarryMac28) July 14, 2019
Some are calling it “the greatest starting command in racing” and we aren’t about to disagree. Quaker State ambassador Larry McReynolds absolutely fired us up for the start of this year’s race!
150 customers got together to officially kick off race weekend with a fun and casual dinner together at the Westin Cincinnati. We were joined by top Shell Lubricants leadership, Quaker State influencers, and America’s favorite crew chief Larry McReynolds.
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 again committed $21,000 in 2019 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! All of this and more was featured in an interview on PRN Radio with Jim McCormick just before the start of the race. Take a listen below:
This throwback theme continues with integrated into the Quaker State Pit Stop fan activation footprint. This year the team built a special area within the footprint dedicated to the history of Quaker State, which displays historic Quaker State memorabilia, everything from historic Quaker State oil cans to Quaker State vintage print ads to signed Quaker State Racing attire. Additionally, we featured the showcar on display with the throwback paintout and we will also have vintage Quaker State race cars on display.
And what better way to wrap up the evening than a VIP trip to Victory Lane with race winner Kurt Busch? 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.
(rated effective or somewhat effective)
🏁"[The best part of this event is the] organization and opportunity to focus on our QS guests as the logistics were taken care of."
🏁"This is a way to spend time with our customers but also to see products in action."
🏁"As a DIY consumer I am more likely to choose a Quaker State product."
✅"A little bit more communication and direction for those that drive to the event rather than riding the buses."
✅"Maybe Hot Passes that swap out throughout the race on pit road."
✅”Maybe keep the tent open after race start until sundown to cool off and get water."
If you have any questions about this event, please contact us.
Copyright of Shell International. Metric support from The Kerry Group and Coyne PR. Photos from Sport Dimensions and Nigel Kinrade. Information and website produced by Sport Dimensions.