Emerging into Podcasting: MS3 Solutions

CHALLENGE

Reach young men, primarily 18-24, passionate about their cars, to raise awareness and sales of Castrol® SYNTEC® motor oil.

Strategy

Develop an emerging media campaign that engages this "early adopter" audience with compelling content reaching them in their world, in their language, integrating subtle Castrol® SYNTEC® messaging

Solutions

• Create a podcast series on three topics
(Racing, Cars & Music, Motor Oil 101)
using Castrol® SYNTEC® spokesperson Funkmaster Flex, a popular TV host and radio DJ.

• Drive traffic to the podcast series via advertising in targeted RSS feeds, podcasts and blogs.

• Extensively promote podcast on castrol.com/us and via Castrol® newsletters.

Results

• Over 30 million advertising impressions served over a month

• Increased awareness of Castrol® SYNTEC® motor oil among early adopter and car passionate audience

• Increased traffic to brand site www.castrol.com/syntec

• Industry buzz: http://www.micropersuasion.com/2006/03/castrol_gets_do.html