Castrol Big Honkin’ Truck Makeover
Quick Hit Results
Entry numbers
exceeded Castrol’s goals
Half of prize costs
were offset by partners
Opportunity
Castrol Tection Extra oil launched in the competitive commercial trucking market and needed a promotion to maximize the campaign.
Approach
- Break through competitors’ larger presence using a unique contest.
- Created the Big Honkin’ Truck Makeover Contest – $50,000 prize to renovate winner’s truck.
- Announced the winner at the Mid-America Trucking Show in Louisville, KY.
- Sold in partner acquisition program to offset promotion costs.
- Created media opportunities by partnering with Chrome Shop Mafia of Trick My Truck fame.
- Supported by a national, integrated media campaign with online and POS entry.
Results
- Entry numbers exceeded Castrol’s goals.
- Half of prize costs were offset by partners.