Quaker State was looking to maximize exposure with automotive enthusiast media for the launch of the newest addition to the highly innovative Q line of motor oils - Q HorsePower. The brand faced a unique challenge because long-lead media were still producing stories about the product Q HorsePower was replacing. Quaker State needed to quickly elevate the awareness level for the new product and avoid potential media confusion generated by the launch of two new products targeting the same consumer within nine months of each other.
Coyne PR developed a strategic campaign that spoke directly to enthusiasts in a language they would understand. This highly-targeted initiative roared from the starting line with a customized DVD that fully leveraged brand-sponsored motor sports teams and drivers, including Hendrick Motorsports in NASCAR Sprint Cup, Pedregon Racing in NHRA and Team Risi Competetizone’s Ferraris in the American Le Mans Series. The Coyne Team went full-throttle and built momentum by maximizing the brand’s presence at key enthusiast events from July to September. It was in full-swing at the 2007 SEMA Show, where Coyne PR created the exclusive Q “Power Panel,” an invite-only round-table discussion featuring members from each of the brands’ sponsored race teams that was open only to select media, offering them unrestricted access to racing’s superstars.
The campaign captured the checkered flag amidst soaring media coverage, with more than 43 million targeted media impressions garnered in 2007, including dozens of technical stories featuring Q spokespeople throughout the year. The SEMA show finale generated an additional 20 media interviews and the unwavering loyalty of excited editors, helping to produce stories that contained third-party endorsements with claims that were even stronger than the materials produced by the brand.