Valvoline needed a way to maintain its level of distinction with its most influential group, Automotive Technicians, in order to sustain its brand preference among this group.
Leveraging Valvoline’s pre-existing NHRA sponsorship, Headway created an experiential marketing program targeting ASE Blue Seal Shops. Headway reached out to shops in each racing market to invite technicians to the events. A microsite was developed for technician registration, post-program marketing and additional rewards opportunities. Headway worked with Valvoline’s race team to create and execute a unique at-track experience for attendees that highlighted the benefits of Valvoline products.