May 20

Quaker State's Connected Dipstick Has a Scrolling Newsfeed and a Selfie Camera

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“The Quaker State brand shares the customer belief that when it comes down to motor oil, you don’t need fancy marketing—you just need good quality oil.” Brand manager Gita Gidwani’s statement may be true … but in advertising, a little humor never hurts.

On that note, Quaker State turned to Onion Labs, the satirical media outlet’s in-house creative services division. The Labs developed a series of ads poking fun at marketing clichés like barely functional novelty products created to drive short-term sales.

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Feb 16

The World’s Worst Commute Contest

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Brand positioning is what this new contest launched by Quaker State is all about. Titled “The Worst Commute”, motorists log onto www.QuakerState.com and submit at 30- to 60-second video highlighting why they think they have the “world’s worst commute”, whether it be a route riddled with car-sized potholes or a trip that takes them through continuous construction.

Videos will be subjected first to peer voting; then, the most popular videos will be viewed by a panel of judges from Quaker State management and the Hendrick Motorsports staff, including Johnson himself.

The winner of the video-submission contest will receive a once in a lifetime ride to work with a very special chauffeur: Jimmie Johnson, only the second driver in NASCAR history to win three consecutive Sprint Cup Series championships.

“Not everyone’s idea of everyday driving is as severe as mine,” said Johnson. “The Hendrick Motorsports team has been relying on Quaker State technology for the past 12 years. Season after season we are provided durable racing motor oils needed to protect our engines, helping us to garner an astounding 126 race victories, and an even more impressive seven Cup championships.”

(Source) Press

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