Customized Car to Be Featured on DJ's Spike TV Cable Show

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DETOIT ( -- Castrol's Syntec motor oil signed a two-year deal with hip-hop DJ and self-avowed car enthusiast Funkmaster Flex that allows the BP-owned brand to tie into his many ventures.

Syntec becomes the exclusive motor oil for all the celebrity's business properties owned by Team Baurtwell, a custom-car club founded by Funkmaster Flex that counts Shaquille O'Neal, Queen Latifah, 50 Cent, DMX, Tyson Beckford, Busta Rhymes and Missy Elliott as members.

Tapping young demographic
Mike DeBiasi, brand manager of the synthetic motor oil said signing Funkmaster Flex was a "great way to leverage" the brand with "young, car-passionate people." He said the brand rates "very high" with people 18 to 34 years old.

"Funkmaster Flex is involved in a lot of things, so there's a lot of marketing avenues for us to leverage," he said. He declined to reveal the cost of the deal, which gives Castrol the TV, radio, print, online and photographic rights for a broad range of advertising, events and promotional programs.

Although most of the co-marketing plans haven't been determined, Castrol plans to run 30-second commercials on Spike TV's Ride With Funkmaster Flex. WPP Group's Ogilvy & Mather, New York, handles advertising duties for Castrol. The series looks at celebrities' customized cars and looks at "what's hot in the ride culture," according the show's press release.

Customized ride
A custom Castrol Syntec car will be designed and featured on the TV show and displayed on Funkmaster Flex's "Celebrity Car Show Tour," which appears in more than 10 cities.

Mr. DeBiasi said Castrol approached the rapper's agent, Ken Brooks of CAE Group, who negotiated the deal.

Funkmaster Flex has a syndicated radio show and various Web sites. His second TV show, about motorsports, will premier this year, also on the male-friendly Spike TV network, owned by Viacom.

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