Cue Digital Media – Napa Auto Parts – Launched: 01-07-2011

Campaign goals achieved were to raise awareness of NAPA AUTO PARTS brand as go-to option for increased performance of your automobile targeting “gear-head” 18-49 male racing fans on extremely high-indexing auto related sites. Key to capture crowd and INDY car drivers utilizing NAPA’s key brand tagline, “Keep your car younger, longer.” Obtain additional earned broadcast exposure at Honda Indy through logo placements for National TV Media Coverage. Utilizing Toronto Indy, NAPA AUTO PARTS brand is tied to highest performance of your vehicle.

Branded Entertainment Webisodes Series filmed during Toronto Honda Indy with hosts infusing NAPA AUTO PARTS brand messaging into scripts interviewing drivers and crew members describing how they keep their cars “Younger, Longer” – NAPA’S key brand positioning.

Cue secured a Jensen Motorsports Racing Car Sponsorship for NAPA in the 2011 Honda Indy. NAPA logos were strategically placed on Front Spoilers and Top Car Logo’s behind Driver to receive maximum exposure for National TV and online webisodes. David Ostella the Indy driver and his crew all wore NAPA branded clothing.

Cue used racing experts, TV and Internet Celebrities, Jessie Sulidis and Wilder Weir interviewing Indy drivers and crowd to create 4 custom 2-4 minute branded entertainment NAPA racing videos. NAPA sponsored targeted Auto Sections and Custom Channel opportunities on Heavy, Inside Nascar, BNQT and Cue Auto Sites reaching over 1 million online viewers.

Campaign Results:
1,389,055 video views and counting
1,664,545 impressions delivered
Press Coverage in over 100 articles

NAPA Auto Parts Overview – Video Presentation

Branded Content Video Links:
http://vimeo.com/27014889
http://vimeo.com/26735269
http://vimeo.com/26732427

Link to Online Branded Content Demo:
Custom Channel Page: http://www.heavy.com/tag/napa/?target=test=napacobranded

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