WD-40 Company has trusted Nuffer, Smith, Tucker as its PR agency for more than 15 years. When the company said it wanted to further position itself as a socially responsible business, establish WD-40® as a staple in the automotive aftermarket, and educate automotive end-users about the product’s many uses, NST went to work right away to help build the WD-40/SEMA Cares Camaro. Partnering with leaders in the automotive world to build a custom vehicle that could travel the West Coast, turn heads and be auctioned off for a good cause, NST also utilized the build partners as credible aftermarket experts to promote the ways they use WD-40 in their shops.
Along with traditional PR outreach, which led to articles about the vehicle on AutoBlog, CarandDriver.com, the Huffington Post and the Detroit Examiner, NST also created a special tab on WD-40’s Facebook page that highlighted the program, and live tweeted from the Barrett-Jackson Classic Car Show and Auction to keep fans up to speed. NST also worked with Cie Studios to create a virtual version of the vehicle that could be raced in Nitto 1320 Legends, an online racing game and social network.
Got results? The WD-40/SEMA Cares Camaro sold at auction for $75,000, with all proceeds benefiting Childhelp® and The Victory Junction Gang® Camp children’s charities. Following are some more results from the program:
Online Media Reach:
35,067,183 impressions
Broadcast Media Reach:
1,000,000 viewers
Print Media Circulation:
560,830 readers
Total Event Reach:
1,310,000 in-person visitors
Nitto 1320 Legends:
1,000,000 members
Twitter Buzz:
1,000 tweets about the vehicle
Congratulations to Matt Tachdjian, the winning bidder, and to all who made this a successful program!
