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Welcome


2019 Quaker State 400 Activation

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Welcome


2019 Quaker State 400 Activation

2019 Quaker State 400 presented by Walmart

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.

total guests

450


customer groups represented

32


media placements

TBD


media placement impressions

TBD



scroll through the recap to relive the 2019 Quaker State 400!


It all started months ago


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.

media stories

17


impressions

3,529,797


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Customer Engagement


Customer Engagement

Customer Engagement


Customer Engagement

Before...

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.

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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.

 
 
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Outstanding location, private seating/box access was excellent. Made the day absolutely awesome!
— Quaker State VIP Guest
 

Quaker State VIPs on the stage for the driver's introductions.

Exclusive meet & greet with NASCAR champion Joey Logano for guests in Pit Zero.

Exclusive meet & greet with NASCAR champion Joey Logano for guests in Pit Zero.

 

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!

 

Friday evening’s customer dinner

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.


This event was the best overall experience I have had at a race to date. I have been to 10+ events and this by far tops the overall experience. I do like the hot pass also.
— Quaker State VIP Guest
Starting the Quaker State 400 in style by waving the green flag.

Starting the Quaker State 400 in style by waving the green flag.

During...

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.

Larry McReynolds and Paul Menard visit guests in the hospitality tent.

Larry McReynolds and Paul Menard visit guests in the hospitality tent.

Guests view the action from Pit Zero.

Guests view the action from Pit Zero.

VIPs enjoying the freshly branded and enlarged suite with Paul and Larry.

VIPs enjoying the freshly branded and enlarged suite with Paul and Larry.

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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:

Quaker State Pit Stop

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.

estimated
visits

TBD


Avg. Time Spent In Area Of Footprint
(Brand Exposure)

TBD


estimated
engagements

TBD


Avg. Time Spent Within Footprint
(Brand Engagement)

TBD


Features of the Quaker State Pit Stop

TOMMY PIKE CUSTOMS  Fans met Tommy Pike and learned about his amazing customized Quaker State vehicles, including the 1969 F100 Quaker State Truck, all while hanging out in the shade of his custom rig where his vehicles are on display.

TOMMY PIKE CUSTOMS

Fans met Tommy Pike and learned about his amazing customized Quaker State vehicles, including the 1969 F100 Quaker State Truck, all while hanging out in the shade of his custom rig where his vehicles are on display.

LOWRIDER ROLE MODELS  The Lowrider Roll Models had two of their custom-built lowriders on display. New in 2019, fans had the opportunity to “create” their own custom lowrider. We also teased the build that Quaker State and Lowrider are doing that will be unveiled at SEMA in 2019.  Fans also got a chance to interact with Rudy Rivas and Joe Ray, Editor of Lowrider Magazine and a featured Lowrider Roll Model. They learned about how the Lowrider Roll Models video series, sponsored by Quaker State, was developed to break stereotypes and bring awareness to the culture of lowriding.

LOWRIDER ROLE MODELS

The Lowrider Roll Models had two of their custom-built lowriders on display. New in 2019, fans had the opportunity to “create” their own custom lowrider. We also teased the build that Quaker State and Lowrider are doing that will be unveiled at SEMA in 2019.

Fans also got a chance to interact with Rudy Rivas and Joe Ray, Editor of Lowrider Magazine and a featured Lowrider Roll Model. They learned about how the Lowrider Roll Models video series, sponsored by Quaker State, was developed to break stereotypes and bring awareness to the culture of lowriding.

JUMBO PRIZE WHEEL  Fans could experience their own personal victory lane by winning awesome prizes at the jumbo prize wheel.

JUMBO PRIZE WHEEL

Fans could experience their own personal victory lane by winning awesome prizes at the jumbo prize wheel.

QUAKER STATE MUSEUM  A collection of vintage Quaker State memorabilia from the brand’s rich experience in motorsports throughout the years.

QUAKER STATE MUSEUM

A collection of vintage Quaker State memorabilia from the brand’s rich experience in motorsports throughout the years.

WALMART ACC  A faux Walmart Auto Care Center (ACC) lounge, this provided a place for fans to relax and recharge their phones. The space educated fans on the services of the Walmart ACC and the current Quaker State rollback offer at Walmart.  Tommy Pike’s Quaker State Toyota Tundra was on display and exhibited the variety of services consumers can get at an ACC, while showcasing the amazing custom work of Tommy Pike.

WALMART ACC

A faux Walmart Auto Care Center (ACC) lounge, this provided a place for fans to relax and recharge their phones. The space educated fans on the services of the Walmart ACC and the current Quaker State rollback offer at Walmart.

Tommy Pike’s Quaker State Toyota Tundra was on display and exhibited the variety of services consumers can get at an ACC, while showcasing the amazing custom work of Tommy Pike.

QUAKER STATE PIT CREW CHALLENGE  The tire change game (provided by Goodyear) allows fans to see what it’s like to be part of a pit crew and it times them while they make a pit stop and change a tire. The space will feature the “Make it a Combo” messaging which will educate consumers on the range of other services available at the Walmart ACC that consumers can take advantage while they are getting their Quaker State oil change at the ACC, like getting Goodyear tires put on their vehicle.

QUAKER STATE PIT CREW CHALLENGE

The tire change game (provided by Goodyear) allows fans to see what it’s like to be part of a pit crew and it times them while they make a pit stop and change a tire. The space will feature the “Make it a Combo” messaging which will educate consumers on the range of other services available at the Walmart ACC that consumers can take advantage while they are getting their Quaker State oil change at the ACC, like getting Goodyear tires put on their vehicle.

LIVING TROPHY  The culmination of the fan experience was capturing   the winning moment, with a photo finish, on the larger-than-life replica of the Quaker State 400 trophy.

LIVING TROPHY

The culmination of the fan experience was capturing the winning moment, with a photo finish, on the larger-than-life replica of the Quaker State 400 trophy.


After...

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.

Celebrating in Victory Lane after a fantastic race and finish!

Celebrating in Victory Lane after a fantastic race and finish!

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Guest Feedback


Guest Feedback

Guest Feedback


Guest Feedback

How was the experience?

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. 


 

95% guests who responded rated their experience "Excellent" as of 8/2/2019

100% of respondents believe this Quaker State sponsorship generates sales.

(rated effective or somewhat effective)

 

Q: Do you think this sponsorship is effective for Quaker State's business?

🏁"[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."

Q: What are some of the ways we can improve this experience?

✅"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.