The "Castrol Syntec Active Lubricant Challenge" allows consumers 16 years and older to practice maintenance procedures and learn the anatomy of an engine.
The mobile marketing effort involves a mock race car that's set up at events to let participants roll under the vehicle and actually change an oil filter. Also included are interactive displays that show consumers how acids, soot and rust affect engines, and how Syntec provides engine wear protection.
The event features the "Corrosive Particle Shoot-Out," a timed competition in which contestants pass through elements of an interactive display including an oil change. They turn a crank to simulate an oil pump; shoot at a target to "eradicate" corrosion; step inside a simulated wind tunnel to experience the pressure and forces of the inside of an engine; and find the right key to "start" a mock engine.
PRIZE: RACE CAR REPLICA
Each day the fastest participant in the "Shoot-Out" will get Castrol merchandise, such as a jacket or hat. The daily winner is entered in a sweepstakes to win the grand prize, a lifesize driveable replica of the Castrol race car.
Cameo Marketing, Bridgton, Maine, handles the promotion.
The "Challenge" is backed by Castrol's recently announced import drag racing sponsorship, in which it will support "the world's fastest front-wheel drive car" in a deal with Braman Motorsports at nine National Import Racing Association events this year.
Castrol will bring the "Challenge" display to these races, and to air shows, fairs and festivals from this spring through fall. The marketer also will promote its product with trackside displays.