In 2013, SCOTT® Automotive Solutions rebranded itself as SCOTT® Car Care. To assist with the rebranding process, they enlisted HB&M Sports to launch and execute a national sweepstakes to drive awareness and increase sales while also creating an emotional connection with their consumer.
SCOTT® Car Care honored our country’s heroes by giving consumers the opportunity to nominate their personal hero for a chance to win a Ford F-150 XLT with EcoBoost engine at scottcarcare.com. In addition to the truck, the hero and the winning entrant received an all-expense paid VIP trip to the November 2013 Ford EcoBoost 400 Sprint Cup race in Homestead-Miami, Fla., along with the opportunity to meet Sprint Cup Champion Brad Keselowski and receive a year’s supply of SCOTT® Car Care products.
The “Worth the Work. Pass it On.” Sweepstakes was supported through Spike TV’s PowerblockTV show featuring Brad Keselowski. Additional support included digital/social media content and advertising, press releases through PR Newswire, display activation at NASCAR and NHRA events with Ford Racing, Ford Racing and SCOTT® Car Care e-mail blast campaigns, and Speed Sport News Radio.
The campaign generated over 45 million impressions for SCOTT® Car Care and over 20,000 entries.