Challenge: 
Help a small challenger brand compete against several major brands so it can engage with "car-tuner" enthusiasts and turn engagement into retail sales.

Target Audience: 
Men 18-34 who love to take care of their vehicles and prize high shine tires - it's all about how it looks. There is great pride and status in having high shine tires as part of the "tuned-up" vehicles, in this passionate community of peers competing for attention.

Strategy: 
Build a community of those "dedicated to shine" and incent them to keep them coming back to us with traffic-building sweepstakes and a contest to be featured in No Touch® advertising. A content-generating, picture upload feature provides customers with the opportunity to showcase and compare themselves to other shine acolytes. Print, online ads/video, PPC and in-game video advertising helped spread the gospel of shine.

Winning Results: 
Campaign delivered 17,271,232 impressions. Average visits to the site per month were 8,200. The most frequently visited webpage is the store locator page - which we take as a good sign of success.