Welcome

The 10th Anniversary of the Quaker State 400 Presented By Walmart looked very different this year. The race ran during the day on Sunday, July 12th, as opposed to its typical Saturday night running, plus the race took place without any fans onsite. A little over a month before the race we had to shift to an entirely virtual activation, rebuilding our plans time and again, due to an ever-changing dynamic with COVID-19 and social media blackouts. We raced to build the first-ever, completely virtual race activation to engage with our customers in new and exciting ways and we were incredibly successful in driving Quaker State Full Synthetic sales at Walmart. The race weekend at the Kentucky Speedway was also unprecedented; for the first time, five races ran over the course of the weekend, culminating with the Quaker State 400. Also for the first time in race history, a rookie, Cole Custer, won the race, which had previously only been won by NASCAR champions!

The race was the most-watched sporting event of the weekend, beating out the PGA Tour & the IndyCar Series

Broadcast TV:

• FS1 TV earned 2.6 million viewers for the Quaker State 400

• TV Rating of 1.57

• Viewership peaked at 3.3 million; up 30% YOY

Local TV:

• Quaker State, Kentucky Speedway and NASCAR created a teaser video for the race which ran in

• 14 different markets, including Houston, Atlanta, Chicago, NYC, Nashville, Philly, Miami, Charleston, Chattanooga, Ft. Wayne, Indianapolis, Knoxville, Nashville, and South Bend

Kentucky Speedway Virtual Fanzone

Kentucky Speedway created a space on their website for fans to virtually engage with the race sponsors and to learn more about Quaker State and Walmart, since they wouldn’t have an opportunity to engage in person at the Quaker State Pit Stop Fan Zone.

Customer Hospitality: Virtual Driver Meet-n-Greets

• Two virtual Meet-n-Greets took place on race day with our teams/drivers and some of our customers

• Customers were invited to attend the session with a virtual hot pass credential  

• They featured insights on the race team’s strategy, a crew chief video appearance, a garage walk through, and a Q&A session with our drivers

Official Pre-Race Show

Race day kicked-off with the first-ever Quaker State 400 NASCAR.com pre-race show that was live streamed on multiple platforms.

Paid Social Media

Quaker State strategically developed a multi-layered, paid social media activation, leveraging our influencer partnership with Tommy Pike Customs. Quaker State and Tommy Pike Customs worked together to create engaging, co-branded video content that drove awareness of the Quaker State 400 Presented By Walmart, while also encouraging fans to purchase Quaker State Full Synthetic on rollback at Walmart. It was the first time ever we executed Facebook paid support of influencer content for Quaker State, and it resulted in the most viewed Quaker State influencer video to date.

• Drove over 600,000 views of the “Road to the Quaker State 400” Sweeps Winner Teaser Video

• Engagement Rate 16% above benchmark

• Cost Per Engagement outperformed benchmark by 98%

• Drove 214,000 engagements on branded posts

• Drove 3,120,000 total video views on branded posts 

Organic Social Media

Featured organic social content from Quaker State’s influencers and partners.

Public Relations

• The announcements surrounding the race garnered 49 placements across online, radio and television.*

• 58,196,961 Total Earned Impressions

*Quaker State did not distribute a press release or actively pursue earned media opportunities, these announcements were distributed by the Kentucky Speedway and other outlets.

Post-Race Virtual Victory Lane

NASCAR and Kentucky Speedway set up a video wall in victory lane and hosted a private (non-broadcast) virtual victory lane via video conference where Quaker State congratulated the winning driver presented the trophy on behalf of Quaker State and Walmart.