The Great American Rivalry Series is a community event. Each season, we bring national recognition to local communities, what makes them special and what drives the people in those towns. Needless to say, this local connection can be vital for companies. Valvoline Instant Oil Change was opening several new locations and needed to make that local connection. What better way to do that than by partnering with the Great American Rivalry Series?

Valvoline Instant Oil Change is a perfect example where a perfectly executed on-site activation can drive new leads for a business. The Great American Rivalry Series organized and displayed VIOC signage throughout the stadiums, handed out coupons to all those in attendance, and even had a few Valvoline Instant Oil Change employees on hand to give out free oil changes to a few lucky fans.

The crucial point, however, is the impact that linking Valvoline Instant Oil Change with the biggest football game of the year in these towns has for the local branches. Countless new customers chose Valvoline Instant Oil Change as their oil changing experts thanks to their partnership with the Great American Rivalry Series.

Even though these are community events, we knew the impact we could make by utilizing social media to increase our reach in these communities. We produced, edited, and distributed videos linking Valvoline Instant Oil Change to the Great American Rivalry Series and the community-specific game.

We also targeted individuals not in attendance at the game using digital and social advertising, as well as email marketing to distribute a digital coupon, reaching hundreds of thousands of new customers.

The partnership between Valvoline Instant Oil Change and the Great American Rivalry Series is a perfect example of a targeted marketing plan, utilizing all the tools we have at our disposal.

How can the Great American Rivalry Series help you?

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