Driving Strong Connection with Younger Consumers
Federal-Mogul’s iconic Champion® brand of spark plugs, wipers and chemical additives has surpassed 100,000 “Likes” on Facebook and is now adding hundreds of new fans each day as a result of an aggressive digital advertising program and innovative grassroots marketing initiatives. The brand’s www.facebook.com/championparts page, which features a variety of contests and other opportunities to learn more about “Performance Driven(TM)” Champion products, is quickly becoming one of the automotive parts industry’s most popular social media destinations.
“Millions of consumers and racing enthusiasts are connecting with Champion for the first time through Facebook, our relationship with Kevin Harvick, the ‘Search for a Champion’ video contest and other grassroots programs,” said Federal-Mogul Brand Strategy Manager Jessica Wynn. “The end result is that these consumers are far more likely to choose Champion spark plugs and other products for their automobiles, ATVs, snowmobiles, boats and lawn-and-garden equipment.”
The www.facebook.com/championparts page highlights the brand’s exclusive marketing relationship with Harvick, driver of the No. 29 Richard Childress Racing Chevrolet in the NASCAR® Sprint Cup Series. Harvick is in regular contact with Champion followers through the innovative monthly #ChampionChat social media series via Twitter, Tweetchat.com and VYou.com, as well as his involvement as a judge in the “Search for a Champion” contest, which this year will award $125,000 in Champion sponsorships to racers who submitted two-minute video entries at www.AlwaysaChampion.com. Consumers who log on to the site and vote for their favorite videos are automatically entered into sweepstakes drawings for free Champion T-shirts and posters.
For more information regarding the Champion brand’s grassroots marketing programs, simply visit www.facebook.com/championparts and www.AlwaysaChampion.com. To find the right Champion spark plug for any engine, simply use the convenient www.FMe-cat.com electronic catalog or – for non-automotive applications – the www.GetChampion.mobi eCatalog for mobile devices.
