Automotive

The automotive industry is fast-paced, competitive and often relentless… and so is the automotive team at Coyne PR. For more than a decade, industry-leading clients such as Shell Lubricants, The Goodyear Tire & Rubber Company, Chrysler, BMW Group and Harley-Davidson have looked to Coyne to maintain and elevate their high-profile positions, helping them to continue to be a driving force in their industries.
 
Clients rely on Coyne to help them achieve their communication goals by connecting brands with key stakeholders through traditional PR tactics, along with interactive and engaging social programs that fully leverage brand assets, maximizing both brand value and extending the reach of each client.
 
Coyne’s automotive practice has embedded relationships within and beyond the automotive industry, helping clients reach their target audience with their message. Whether it is making Pennzoil motor oil relevant for millennials or Goodyear tires important for women, the team approaches each challenge with a proprietary process that allows the team to identify clear objectives and provide strategic recommendations to not only achieve client goals, but to go beyond expected results. Regardless of the activation, the automotive team at Coyne ensures their clients never take a backseat to the competition.

Pennzoil

Issue: Without a new product to launch in 2016, the 125-year-old motor oil brand found itself no longer an ongoing part of the rapidly changing automotive conversation. To compound the issue of passenger car motor oil being a low frequency category, claim-driven messaging does not resonate with consumers who are not in immediate need of an oil change. Coyne realized that for the brand to garner positive news coverage, Pennzoil needed to stop interrupting the content consumers are interested in and become the content the consumers are interested in.

Idea:  The media today are looking for entertaining, snackable content for their audience to easily consume and engage with. Thus, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe.  The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.

Impact: In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 415 stories, generating 56.5 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.

Going on a Joyride

Issue: Without a new product to launch in 2016, the 125-year-old motor oil brand found itself no longer an ongoing part of the rapidly changing automotive conversation. To compound the issue of passenger car motor oil being a low frequency category, claim-driven messaging does not resonate with consumers who are not in immediate need of an oil change. Coyne realized that for the brand to garner positive news coverage, Pennzoil needed to stop interrupting the content consumers are interested in and become the content the consumers are interested in.

Idea:  The media today are looking for entertaining, snackable content for their audience to easily consume and engage with. Thus, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe.  The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.

Impact: In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 415 stories, generating 56.5 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.

API Global

Issue: The American Petroleum Institute (API) is the premier national trade association representing all aspects of America’s oil and natural gas industry, including: certifying oil and gas professionals; conducting research; and offering up training materials for purchase on its site to help oil and gas professionals advance their careers. API had historically relied on traditional communications channels, such as email, to connect with its target audience, but sought to expand its footprint and, subsequently, enhance its brand reputation, via social media.   

Idea: Through ongoing market research, Coyne identified API’s brand voice and developed a strategy for digital and social marketing efforts, which included a heavy emphasis on LinkedIn, as social media listening revealed that this was the platform not only where the target audience congregated socially, but also where they discussed continuing education specifically. Employing learnings from its research, Coyne developed a series of campaigns based on calls-to-action to increase event attendance, increase registration for professional training, drive sales of industry documentation, and increase registration for certification exams. In tandem, Coyne developed a supporting social media and content strategy, which consisted of building API’s social presence on Facebook, Twitter and a LinkedIn Company page, while re-engaging their existing LinkedIn Group. Finally, Coyne implemented a complementary social advertising campaign for this very niche audience.

Impact: Since implementing and executing the social media strategy, API’s community has grown by nearly 10,000 followers across Twitter, Facebook, LinkedIn and its LinkedIn group.  Social media efforts have also driven over 8,300 sessions to targeted sections of API.org. Through the brand’s social media channels, not only do customers now receive information on upcoming events, newly released publications, important certifications and the corresponding exam schedules, but also have the opportunity to share their experiences and perspective on industry news and engage in a one-on-one relationship with API Global.

Making Social Inroads in Oil & Gas

Issue: The American Petroleum Institute (API) is the premier national trade association representing all aspects of America’s oil and natural gas industry, including: certifying oil and gas professionals; conducting research; and offering up training materials for purchase on its site to help oil and gas professionals advance their careers. API had historically relied on traditional communications channels, such as email, to connect with its target audience, but sought to expand its footprint and, subsequently, enhance its brand reputation, via social media.   

Idea: Through ongoing market research, Coyne identified API’s brand voice and developed a strategy for digital and social marketing efforts, which included a heavy emphasis on LinkedIn, as social media listening revealed that this was the platform not only where the target audience congregated socially, but also where they discussed continuing education specifically. Employing learnings from its research, Coyne developed a series of campaigns based on calls-to-action to increase event attendance, increase registration for professional training, drive sales of industry documentation, and increase registration for certification exams. In tandem, Coyne developed a supporting social media and content strategy, which consisted of building API’s social presence on Facebook, Twitter and a LinkedIn Company page, while re-engaging their existing LinkedIn Group. Finally, Coyne implemented a complementary social advertising campaign for this very niche audience.

Impact: Since implementing and executing the social media strategy, API’s community has grown by nearly 10,000 followers across Twitter, Facebook, LinkedIn and its LinkedIn group.  Social media efforts have also driven over 8,300 sessions to targeted sections of API.org. Through the brand’s social media channels, not only do customers now receive information on upcoming events, newly released publications, important certifications and the corresponding exam schedules, but also have the opportunity to share their experiences and perspective on industry news and engage in a one-on-one relationship with API Global.

Pennzoil

Issue: The motor oil category is a crowded, competitive space that is hard to differentiate within. Consumers often fall into a habit of commoditizing the category because of the inability to create brand and product separation. On the verge of launching a truly revolutionary motor oil, Pennzoil Platinum with PurePlus Technology, Coyne looked to reach a new audience by making a huge splash with an unexpected audience that would drive credibility in Pennzoil as a technologically advanced organization with cutting-edge products.

Idea: There is no event more synonymous with thought leadership, technology and innovation, than SXSW. Coyne targeted this event to elevate the product and its technology through a one-of-a-kind event to engage influencers and consumers that the Pennzoil brand has never connected with before. To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain an edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation. Key to activation onsite at SXSW was an idea that generated buzz with endemic national press to facilitate the brand’s transition to a more technologically-savvy space.

Impact: Participants walked away with a personal link to their Mario Karting Reimagined experience for sharing on social media, offering a helmet camera view and driving thousands of shares and likes with brand messaging built into each video. Coyne arranged for 100+ media to participate and generated one billion impressions, helping Pennzoil achieve more than a 40 percent lift in sales year-over-year in a low interest, declining category.

Breaking New Ground at SXSW!

Issue: The motor oil category is a crowded, competitive space that is hard to differentiate within. Consumers often fall into a habit of commoditizing the category because of the inability to create brand and product separation. On the verge of launching a truly revolutionary motor oil, Pennzoil Platinum with PurePlus Technology, Coyne looked to reach a new audience by making a huge splash with an unexpected audience that would drive credibility in Pennzoil as a technologically advanced organization with cutting-edge products.

Idea: There is no event more synonymous with thought leadership, technology and innovation, than SXSW. Coyne targeted this event to elevate the product and its technology through a one-of-a-kind event to engage influencers and consumers that the Pennzoil brand has never connected with before. To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain an edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation. Key to activation onsite at SXSW was an idea that generated buzz with endemic national press to facilitate the brand’s transition to a more technologically-savvy space.

Impact: Participants walked away with a personal link to their Mario Karting Reimagined experience for sharing on social media, offering a helmet camera view and driving thousands of shares and likes with brand messaging built into each video. Coyne arranged for 100+ media to participate and generated one billion impressions, helping Pennzoil achieve more than a 40 percent lift in sales year-over-year in a low interest, declining category.

Shell Rotella

Issue: Shell Rotella SuperRigs, the brand’s annual trucking beauty contest, was celebrating their 32nd event in 2014 and the crying call was to #GoBig. The challenge was to create an event that rivaled all others, from onsite activations to social media engagement and beyond.

Idea: You can’t ‘Go Big’ without taking risks, so the brand ventured from their tried & true Mid-West event locations to the East Coast in Concord, NC for the 32nd Annual Shell Rotella SuperRigs.  Hosted at zMax Dragway, located directly across the street from Charlotte Motor Speedway, Shell Rotella strategically chose a location where foot traffic would already be high and the audience would be particularly interested in the big rig beauty contest. In addition to checking out the traffic stopping rigs, Shell Rotella presented a free country music concert, Q&A with NASCAR all-star Joey Logano, a SuperRigs light show and free fireworks for all attendees! To drive participation for the event, the free registrations for truckers included tickets to both the Camping World Truck Series on Friday night as well as the Sprint Cup All-Star Race on Saturday. Truckers also got their own taste of the speedway life, with twenty-five rigs selected to take a parade lap around Charlotte Motor Speedway in advance of the Friday night truck race.

Impact: Despite a decentralized location and a washout on day one of judging (two tornado warnings), Coyne PR still helped Shell Rotella ‘Go Big’ in a way no prior SuperRigs event has before.  From record level engagement on the Shell Rotella Facebook and Twitter channels, to unique on-site activations, the media spotlight was definitely on SuperRigs. With nearly a dozen influential trucking media in attendance, local media print and broadcast coverage, national radio interviews and more, Shell Rotella left a lasting impression with participants, attendees and followers from afar.

#GoBig at 32nd Annual Shell Rotella SuperRigs

Issue: Shell Rotella SuperRigs, the brand’s annual trucking beauty contest, was celebrating their 32nd event in 2014 and the crying call was to #GoBig. The challenge was to create an event that rivaled all others, from onsite activations to social media engagement and beyond.

Idea: You can’t ‘Go Big’ without taking risks, so the brand ventured from their tried & true Mid-West event locations to the East Coast in Concord, NC for the 32nd Annual Shell Rotella SuperRigs.  Hosted at zMax Dragway, located directly across the street from Charlotte Motor Speedway, Shell Rotella strategically chose a location where foot traffic would already be high and the audience would be particularly interested in the big rig beauty contest. In addition to checking out the traffic stopping rigs, Shell Rotella presented a free country music concert, Q&A with NASCAR all-star Joey Logano, a SuperRigs light show and free fireworks for all attendees! To drive participation for the event, the free registrations for truckers included tickets to both the Camping World Truck Series on Friday night as well as the Sprint Cup All-Star Race on Saturday. Truckers also got their own taste of the speedway life, with twenty-five rigs selected to take a parade lap around Charlotte Motor Speedway in advance of the Friday night truck race.

Impact: Despite a decentralized location and a washout on day one of judging (two tornado warnings), Coyne PR still helped Shell Rotella ‘Go Big’ in a way no prior SuperRigs event has before.  From record level engagement on the Shell Rotella Facebook and Twitter channels, to unique on-site activations, the media spotlight was definitely on SuperRigs. With nearly a dozen influential trucking media in attendance, local media print and broadcast coverage, national radio interviews and more, Shell Rotella left a lasting impression with participants, attendees and followers from afar.

Chrysler

Issue: The Chrysler Group experiential marketing team challenged Coyne to create buzz around the country for more than 1,500 local events a year across five brands (Chrysler, Dodge, Ram, Jeep and Multi-Brand Auto Shows) event properties.  Recently, the competitive landscape has increased dramatically with automakers making more of an attempt to provide first hand experiences of their products amongst potential consumers outside of dealership showrooms.

Idea: The Coyne team developed a comprehensive tiered media strategy to support each event based on its potential media impact to efficiently support these events which ranged from a local rodeo event to the Camp Jeep Experience at the NYC auto show.
 
Impact: The team supported more than 25 events per week and generated more than 8,500 placements and 1 billion media impressions.  The Chrysler Experiential team generated record turn outs at their events as local residents were now aware of Chrysler’s presence in their market. 

National Experiential Support

Issue: The Chrysler Group experiential marketing team challenged Coyne to create buzz around the country for more than 1,500 local events a year across five brands (Chrysler, Dodge, Ram, Jeep and Multi-Brand Auto Shows) event properties.  Recently, the competitive landscape has increased dramatically with automakers making more of an attempt to provide first hand experiences of their products amongst potential consumers outside of dealership showrooms.

Idea: The Coyne team developed a comprehensive tiered media strategy to support each event based on its potential media impact to efficiently support these events which ranged from a local rodeo event to the Camp Jeep Experience at the NYC auto show.
 
Impact: The team supported more than 25 events per week and generated more than 8,500 placements and 1 billion media impressions.  The Chrysler Experiential team generated record turn outs at their events as local residents were now aware of Chrysler’s presence in their market. 

Daytona International Speedway

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Reimagining An American Icon

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Pennzoil

Issue: Pennzoil looked to Coyne to continue their number one postion as the most trusted motor oil brand in America during the shift in their Consumer Value Proposition (CVP), shifting from a reliance on technical superiority messaging in its marketing efforts to a much more emotional space, conveying the love of the car and the freedom it provides consumers. The switch was being made to engage more closely with its potential consumers.

 

Idea: Coyne recommended focusing on the positive attributes of the car and driving, i.e. freedom, self-expression and independence, with the military providing a good opportunity to bring this to life through many integrated marketing opportunities. The campaign kicked off in March with the announcement of the Paralyzed Veterans of America partnership. There were three more key periods of PR activation throughout the year; the kick-off of a national promotion; a veterans search; and, finally, the awarding of three retrofitted vehicles on Veterans Day at Phoenix International Raceway.

 

Impact: Coyne’s outreach further extended its relationships with military and motorsports media, securing more than 450 stories and more than 375 broadcast segments that generated over 400 million impressions. Most important to Pennzoil, and the future of the relationship with PVA, was the response that Pennzoil received from customers during the activation, with five additional national retail chains signing on for the next year, allowing even more vehicles and money to be donated.

Cause Relations Boost Motor Oil Interest

Issue: Pennzoil looked to Coyne to continue their number one postion as the most trusted motor oil brand in America during the shift in their Consumer Value Proposition (CVP), shifting from a reliance on technical superiority messaging in its marketing efforts to a much more emotional space, conveying the love of the car and the freedom it provides consumers. The switch was being made to engage more closely with its potential consumers.

 

Idea: Coyne recommended focusing on the positive attributes of the car and driving, i.e. freedom, self-expression and independence, with the military providing a good opportunity to bring this to life through many integrated marketing opportunities. The campaign kicked off in March with the announcement of the Paralyzed Veterans of America partnership. There were three more key periods of PR activation throughout the year; the kick-off of a national promotion; a veterans search; and, finally, the awarding of three retrofitted vehicles on Veterans Day at Phoenix International Raceway.

 

Impact: Coyne’s outreach further extended its relationships with military and motorsports media, securing more than 450 stories and more than 375 broadcast segments that generated over 400 million impressions. Most important to Pennzoil, and the future of the relationship with PVA, was the response that Pennzoil received from customers during the activation, with five additional national retail chains signing on for the next year, allowing even more vehicles and money to be donated.

Quaker State

Issue: Quaker State has been helping North American drivers get the most out of their vehicle’s engine since their first quart of motor oil hit the shelf almost 100 years ago. With the brand’s positioning focusing on a strong mechanical protection claim position over the past few years, Quaker State knew it needed to create a more emotional connection to the millions of consumers believing in the product offering. To do so, Quaker State tasked Coyne PR to develop a program to take consumers’ brand loyalty to the next level.
 
Idea: To honor currently loyal Quaker State users and potentially entice a broader audience, Coyne PR and Quaker State developed a comprehensive integrated marketing program: the Quaker State Cash Back Program. With implementation rolling out, the initiative called for consumers to enroll their vehicle(s) into the program before the odometer reads 75,000 miles.  If all manufacturer-recommended maintenance is completed and all regularly scheduled oil changes were completed with Quaker State from 75,000 miles to 300,000, the driver would receive a check for the market value of their vehicle, plus keep the car – a true bonus! This was in addition to the brand’s existing engine warranty.
 
Impact: Since the program has been in-market, recipients of cash payouts have spanned North America. To drive impact, PR outreach efforts have accompanied each recipient. The Quaker State Cash Back Program campaign to-date has generated a total of more than 1,000 stories and over 44 million media impressions. Leveraging an integrated approach from in-store signage, to national promotions, along with PR support throughout and a call for consumer registration through Quaker State’s various social channels, consumers enrolling in the program increased 20 percent in comparison to the brand’s previous warranty initiative enrollment numbers.

Loyal Consumers Cash in With Quaker State Cash Back Program

Issue: Quaker State has been helping North American drivers get the most out of their vehicle’s engine since their first quart of motor oil hit the shelf almost 100 years ago. With the brand’s positioning focusing on a strong mechanical protection claim position over the past few years, Quaker State knew it needed to create a more emotional connection to the millions of consumers believing in the product offering. To do so, Quaker State tasked Coyne PR to develop a program to take consumers’ brand loyalty to the next level.
 
Idea: To honor currently loyal Quaker State users and potentially entice a broader audience, Coyne PR and Quaker State developed a comprehensive integrated marketing program: the Quaker State Cash Back Program. With implementation rolling out, the initiative called for consumers to enroll their vehicle(s) into the program before the odometer reads 75,000 miles.  If all manufacturer-recommended maintenance is completed and all regularly scheduled oil changes were completed with Quaker State from 75,000 miles to 300,000, the driver would receive a check for the market value of their vehicle, plus keep the car – a true bonus! This was in addition to the brand’s existing engine warranty.
 
Impact: Since the program has been in-market, recipients of cash payouts have spanned North America. To drive impact, PR outreach efforts have accompanied each recipient. The Quaker State Cash Back Program campaign to-date has generated a total of more than 1,000 stories and over 44 million media impressions. Leveraging an integrated approach from in-store signage, to national promotions, along with PR support throughout and a call for consumer registration through Quaker State’s various social channels, consumers enrolling in the program increased 20 percent in comparison to the brand’s previous warranty initiative enrollment numbers.

Shell Lubricants & the American Petroleum Institute

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

Motor Oil Matters

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

Shell Rotella

Issue: For 28 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne Public Relations with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.

Idea: To ensure consistent communication, the team developed a content calendar that would populate sites with industry news, product and service highlights, and updates about events, promotions, tradeshows and more. On the Facebook and Twitter pages, the Coyne team teased details about the forthcoming event to drive traffic and participation, and utilized the #SuperRigs Twitter hashtag.  

Impact: More than 200 #SuperRigs tweets were posted during the three-day trucking event and more than 100 people became fans of the Facebook page. The Facebook page gained nearly 1,000 fans, with each post consistently receiving 2,500 impressions with an extremely targeted audience of truckers.

Social for SuperRigs

Issue: For 28 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne Public Relations with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.

Idea: To ensure consistent communication, the team developed a content calendar that would populate sites with industry news, product and service highlights, and updates about events, promotions, tradeshows and more. On the Facebook and Twitter pages, the Coyne team teased details about the forthcoming event to drive traffic and participation, and utilized the #SuperRigs Twitter hashtag.  

Impact: More than 200 #SuperRigs tweets were posted during the three-day trucking event and more than 100 people became fans of the Facebook page. The Facebook page gained nearly 1,000 fans, with each post consistently receiving 2,500 impressions with an extremely targeted audience of truckers.

Pennzoil

Issue: In a three-year-long effort pulling some of the smartest scientific minds across the globe, Pennzoil developed one of the most technologically advanced motor oils in the world: Pennzoil Ultra. The task was to leverage this innovative new motor oil to highly influential media creating interest and buzz in the months leading up to a strategically timed integrated product launch.
 
Idea:
Coyne PR hosted two bi-coastal events offering key influencers an exclusive opportunity to receive the new Pennzoil Ultra product for a first-hand experience of its performance. The Coyne team also coordinated a consumer facing Pennzoil expert Q&A to address pre-launch intrigue through a top influencer online media outlet to bring clarity to some of the new product rumors, while also feeding additional interest.
 
Impact:
Sixty guests representing more than 70 outlets were in attendance at both events, additionally, over 100 cases of Pennzoil Ultra motor oil were seeded to this influential media group. Ultra continues to make the media’s engine purr, as Pennzoil Ultra has garnered more than 500 placements resulting in nearly 25 million impressions.

Pennzoil Ultra Launch

Issue: In a three-year-long effort pulling some of the smartest scientific minds across the globe, Pennzoil developed one of the most technologically advanced motor oils in the world: Pennzoil Ultra. The task was to leverage this innovative new motor oil to highly influential media creating interest and buzz in the months leading up to a strategically timed integrated product launch.
 
Idea:
Coyne PR hosted two bi-coastal events offering key influencers an exclusive opportunity to receive the new Pennzoil Ultra product for a first-hand experience of its performance. The Coyne team also coordinated a consumer facing Pennzoil expert Q&A to address pre-launch intrigue through a top influencer online media outlet to bring clarity to some of the new product rumors, while also feeding additional interest.
 
Impact:
Sixty guests representing more than 70 outlets were in attendance at both events, additionally, over 100 cases of Pennzoil Ultra motor oil were seeded to this influential media group. Ultra continues to make the media’s engine purr, as Pennzoil Ultra has garnered more than 500 placements resulting in nearly 25 million impressions.

Quaker State

Issue: Quaker State and Coyne PR geared up to raise consumer awareness of the wear protection claims of Quaker State products versus their competitors. The campaign needed to put an end to the confusing claims conversation and position Quaker State as the industry leader.

Idea: The team rolled out the perfect program to bring clarity to the wear protection issue: the Wear Wars. The challenge consisted of a respected third-party testing facility conducting a one-time, independent test of each motor oil. As the deadline quickly rolled past with no response from competitors, the team at Coyne PR distributed a national wire release to declare the winner of the Wear Wars: the consumers, who were presented with a $10 coupon to try the official industry leader

Impact: Overall, the Wear Wars campaign amounted to 664 stories, resulting in more than 212 million impressions. Web traffic to QuakerState.com increased from 3,000 visitors per month to 21,000 visitors in one month and according to BlogPulse.com, online buzz increased 200 percent on the day the challenge was released to competitors and remained high through the weeks following the challenge.

Wear Wars Challenge

Issue: Quaker State and Coyne PR geared up to raise consumer awareness of the wear protection claims of Quaker State products versus their competitors. The campaign needed to put an end to the confusing claims conversation and position Quaker State as the industry leader.

Idea: The team rolled out the perfect program to bring clarity to the wear protection issue: the Wear Wars. The challenge consisted of a respected third-party testing facility conducting a one-time, independent test of each motor oil. As the deadline quickly rolled past with no response from competitors, the team at Coyne PR distributed a national wire release to declare the winner of the Wear Wars: the consumers, who were presented with a $10 coupon to try the official industry leader

Impact: Overall, the Wear Wars campaign amounted to 664 stories, resulting in more than 212 million impressions. Web traffic to QuakerState.com increased from 3,000 visitors per month to 21,000 visitors in one month and according to BlogPulse.com, online buzz increased 200 percent on the day the challenge was released to competitors and remained high through the weeks following the challenge.

Pennzoil

Issue: Pennzoil® challenged Coyne to find an interesting and groundbreaking way to let influencers know about the launch of its revolutionary new line of PurePlus Technology motor oils.

Idea: Coyne set out to create an event that demanded attention within the industry and excitement internally around the launch of Pennzoil Platinum® with PurePlus™ Technology. Timed to leverage the automotive spotlight placed on the New York International Auto Show (NYIAS), Pennzoil unveiled Breaking Barriers, a documentary reflecting the journey of automotive history that saw pioneers push the limits. Coyne coordinated a star-studded red carpet event featuring the documentary’s biggest stars including Roger Penske, John Hennessey and Tim McGraw! With 300 key customers and automotive media in attendance and in a mindset geared for automotive news, Pennzoil formally introduced its revolutionary product offerings to North America.

Impact: Amidst a crowded NYIAS schedule, Coyne helped Pennzoil stand out amongst competing events and secure top tier outlets to attend including the Associated Press, New York Times, BBC Auto, AdAge, MotorWeek, Popular Mechanics, Jalopnik, CNBC, Crave, Top Gear and many others, effectively introducing the brand to critical audiences and turning the rumor of gas-to-liquid technology featured in Pennzoil Platinum with PurePlus Technology into a legend that piques the curiosity of end users.

Breaking Barriers with Pennzoil

Issue: Pennzoil® challenged Coyne to find an interesting and groundbreaking way to let influencers know about the launch of its revolutionary new line of PurePlus Technology motor oils.

Idea: Coyne set out to create an event that demanded attention within the industry and excitement internally around the launch of Pennzoil Platinum® with PurePlus™ Technology. Timed to leverage the automotive spotlight placed on the New York International Auto Show (NYIAS), Pennzoil unveiled Breaking Barriers, a documentary reflecting the journey of automotive history that saw pioneers push the limits. Coyne coordinated a star-studded red carpet event featuring the documentary’s biggest stars including Roger Penske, John Hennessey and Tim McGraw! With 300 key customers and automotive media in attendance and in a mindset geared for automotive news, Pennzoil formally introduced its revolutionary product offerings to North America.

Impact: Amidst a crowded NYIAS schedule, Coyne helped Pennzoil stand out amongst competing events and secure top tier outlets to attend including the Associated Press, New York Times, BBC Auto, AdAge, MotorWeek, Popular Mechanics, Jalopnik, CNBC, Crave, Top Gear and many others, effectively introducing the brand to critical audiences and turning the rumor of gas-to-liquid technology featured in Pennzoil Platinum with PurePlus Technology into a legend that piques the curiosity of end users.

Goodyear Tire & Rubber Company

Issue: Goodyear was challenged to fly their iconic Goodyear Blimp by a group calling themselves “The Good Day Blimp,” who started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home. The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill their end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.

Idea: With only four days to act, Coyne and Goodyear Communications mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on January 20th and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.

Impact: The “Good Day” Blimp initiative was an overwhelming success generating 76 stories, 3,411 social media mentions, and 59.9 million impressions, with national broadcast coverage including two segments on Late Night with Jimmy Fallon, with Jimmy saying on air, “Goodyear is awesome!,” as well as segments on TMZ, The Dan Patrick Show, and The Arsenio Hall Show, dozens of local broadcast affiliates across the country, as well as stories running in influential online outlets such as CNN.com, Buzzfeed, TMZ.com, The Huffington Post, USAToday.com, MSN Music, LATimes.com and FastCompany.com.

Goodyear Joins Ice Cube to Make it a Good Day

Issue: Goodyear was challenged to fly their iconic Goodyear Blimp by a group calling themselves “The Good Day Blimp,” who started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home. The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill their end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.

Idea: With only four days to act, Coyne and Goodyear Communications mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on January 20th and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.

Impact: The “Good Day” Blimp initiative was an overwhelming success generating 76 stories, 3,411 social media mentions, and 59.9 million impressions, with national broadcast coverage including two segments on Late Night with Jimmy Fallon, with Jimmy saying on air, “Goodyear is awesome!,” as well as segments on TMZ, The Dan Patrick Show, and The Arsenio Hall Show, dozens of local broadcast affiliates across the country, as well as stories running in influential online outlets such as CNN.com, Buzzfeed, TMZ.com, The Huffington Post, USAToday.com, MSN Music, LATimes.com and FastCompany.com.

Goodyear Tire & Rubber Company

Issue: The Goodyear Tire & Rubber Company challenged Coyne to maximize its existing sponsorship with ESPN’s SportsNation and its new Blimpworthy program, an online poll that would allow fans to vote and determine which one of three college football match-ups would draw aerial coverage by the iconic Goodyear Blimp.

Idea: Coyne created a comprehensive communication campaign to take Blimpworthy to new heights by generating national awareness and driving social buzz among college sports fans. The Coyne team conducted outreach to national and local media, as well as each of the participating universities to garner posts on each school’s official social media channels encouraging votes. The team also coordinated Facebook and Twitter Blimpworthy t-shirt giveaways and contests, and leveraged blimp rides for media, students and even the winning mascots to generate another round of exposure.

Impact: The Blimpworthy campaign garnered a total of 573 stories, more than 8.5 million media impressions and $826,000 in comparative ad value. The campaign also generated excitement online, with more than 3.3 million Facebook shares/likes and over 2.7 million Twitter followers reached. 

Are You Blimpworthy?

Issue: The Goodyear Tire & Rubber Company challenged Coyne to maximize its existing sponsorship with ESPN’s SportsNation and its new Blimpworthy program, an online poll that would allow fans to vote and determine which one of three college football match-ups would draw aerial coverage by the iconic Goodyear Blimp.

Idea: Coyne created a comprehensive communication campaign to take Blimpworthy to new heights by generating national awareness and driving social buzz among college sports fans. The Coyne team conducted outreach to national and local media, as well as each of the participating universities to garner posts on each school’s official social media channels encouraging votes. The team also coordinated Facebook and Twitter Blimpworthy t-shirt giveaways and contests, and leveraged blimp rides for media, students and even the winning mascots to generate another round of exposure.

Impact: The Blimpworthy campaign garnered a total of 573 stories, more than 8.5 million media impressions and $826,000 in comparative ad value. The campaign also generated excitement online, with more than 3.3 million Facebook shares/likes and over 2.7 million Twitter followers reached. 

Goodyear Tire & Rubber Company

Issue: Goodyear was looking to break through the cluttered news cycle during the biggest month in college basketball, March Madness, looking to complement its aerial coverage and advertising in a unique way.

Idea: One week prior to the men’s NCAA Division I Men's Basketball Championship, Coyne partnered with basketball trick-shot artists Dude Perfect, one of AdWeek’s top-ranked Internet brands and whose YouTube Channel has amassed nearly 250,000 subscribers, to have them attempt a near impossible shot from a flying Goodyear Blimp hundreds of feet in the air into a regulation sized hoop!

Impact: The campaign resulted in over 670 stories and more than 50 million consumer impressions, with the video quickly became a viral sensation, sparking excitement with basketball fans, general consumers and the media alike, with more than 950,000 views to date and counting.

Perfect Shot to Elevate a Brand

Issue: Goodyear was looking to break through the cluttered news cycle during the biggest month in college basketball, March Madness, looking to complement its aerial coverage and advertising in a unique way.

Idea: One week prior to the men’s NCAA Division I Men's Basketball Championship, Coyne partnered with basketball trick-shot artists Dude Perfect, one of AdWeek’s top-ranked Internet brands and whose YouTube Channel has amassed nearly 250,000 subscribers, to have them attempt a near impossible shot from a flying Goodyear Blimp hundreds of feet in the air into a regulation sized hoop!

Impact: The campaign resulted in over 670 stories and more than 50 million consumer impressions, with the video quickly became a viral sensation, sparking excitement with basketball fans, general consumers and the media alike, with more than 950,000 views to date and counting.

Goodyear Tire & Rubber Company

Issue: Coyne PR implemented a full-court press to generate media attention connecting Goodyear and NCAA March Madness.

Idea: In less than a month before the NCAA Men’s Basketball Tournament, Coyne PR and the Goodyear internal PR team developed The Goodyear “Get there” Blimp Shot Contest. Four students were selected representing the schools of the Final Four. Each contestant had an opportunity to shoot a regulation basketball at a hoop measuring 100 feet in diameter while flying 500 feet in the air aboard the Goodyear Blimp.  Anyone making the shot would win a trip for two to any sporting event the Goodyear blimp would cover over the following 12 months.

Impact: Media coverage soared to new heights, scoring more than 1,800 media placements, including landing 22 hits on major national broadcasts and more than 600 local market segments on TV stations across the country – and that’s not just hot air.

World's Longest Shot

Issue: Coyne PR implemented a full-court press to generate media attention connecting Goodyear and NCAA March Madness.

Idea: In less than a month before the NCAA Men’s Basketball Tournament, Coyne PR and the Goodyear internal PR team developed The Goodyear “Get there” Blimp Shot Contest. Four students were selected representing the schools of the Final Four. Each contestant had an opportunity to shoot a regulation basketball at a hoop measuring 100 feet in diameter while flying 500 feet in the air aboard the Goodyear Blimp.  Anyone making the shot would win a trip for two to any sporting event the Goodyear blimp would cover over the following 12 months.

Impact: Media coverage soared to new heights, scoring more than 1,800 media placements, including landing 22 hits on major national broadcasts and more than 600 local market segments on TV stations across the country – and that’s not just hot air.

Harley-Davidson

Issue: Harley-Davidson looked to Coyne to spread the love among key adult influencer media on the brand’s young adult-focused marketing efforts and product offering and dispel the misperception that riding a Harley is just for older dudes with beards.

Idea: Coyne developed a strategic approach with a number of activations ranging from Motorcycle Boot Camps integrating star UFC fighters, to a “Man-Skill” weekend in Chicago providing media with hands-on experts to teach valuable skills from cigar tasting to how to properly drink bourbon and whiskey while also receiving an old school straight edge shave tutorial with legendary Chicago Barber, Joe Caccavella Jr., founder of Half-Fast Chicago.

Impact: Stories focusing on Harley’s young adult platform appeared in key lifestyle media and top men’s interests’ outlets and outreach further extended its relationships with lifestyle media securing more than 25 stories, generating over 35 million hyper-targeted consumer impressions with the brand’s audience.

Harley Millenials: Engaging Young Adults

Issue: Harley-Davidson looked to Coyne to spread the love among key adult influencer media on the brand’s young adult-focused marketing efforts and product offering and dispel the misperception that riding a Harley is just for older dudes with beards.

Idea: Coyne developed a strategic approach with a number of activations ranging from Motorcycle Boot Camps integrating star UFC fighters, to a “Man-Skill” weekend in Chicago providing media with hands-on experts to teach valuable skills from cigar tasting to how to properly drink bourbon and whiskey while also receiving an old school straight edge shave tutorial with legendary Chicago Barber, Joe Caccavella Jr., founder of Half-Fast Chicago.

Impact: Stories focusing on Harley’s young adult platform appeared in key lifestyle media and top men’s interests’ outlets and outreach further extended its relationships with lifestyle media securing more than 25 stories, generating over 35 million hyper-targeted consumer impressions with the brand’s audience.

AMP Dale JR

Issue: AMP Energy wanted to drive awareness for one of their top sponsorships, Dale Earnhardt Jr.  Dale.

Idea: Coyne PR leveraged AMP Energy’s sponsorship of Dale Earnhardt Jr. and created a social media campaign that focused on interactive chats, Facebook and Twitter account activation and very heavy blogger outreach efforts utilizing a social media press release, Coyne PR blitzed the millennial media for the first six months of the year.

Impact Overall the campaign was a tremendous success helping to grow the brand’s following across all social media channels, appearing in Yahoo! Sports, USA Today as well as a number of Break Media sites and blogs. 

AMPing Up The Brand

Issue: AMP Energy wanted to drive awareness for one of their top sponsorships, Dale Earnhardt Jr.  Dale.

Idea: Coyne PR leveraged AMP Energy’s sponsorship of Dale Earnhardt Jr. and created a social media campaign that focused on interactive chats, Facebook and Twitter account activation and very heavy blogger outreach efforts utilizing a social media press release, Coyne PR blitzed the millennial media for the first six months of the year.

Impact Overall the campaign was a tremendous success helping to grow the brand’s following across all social media channels, appearing in Yahoo! Sports, USA Today as well as a number of Break Media sites and blogs. 

Rain-X

Issue: Rain-X needed a way to get American consumers to understand the value and importance of changing their wiper blades on an annual basis.  With wiper purchases primarily happening when old blades fail and with no real heavy sales season, Rain-X was looking for a new, creative sales trigger to spur the public into action.

Idea: Coyne PR developed and implemented a plan to create a seasonal trigger, leveraging Groundhog Day –to raise awareness of the importance of proper vision and spur consumers to replace their old wiper blades. Coyne PR introduced “Seemore the Safety Groundhog” as the iconic symbol of the need to change wiper blades every spring.

Impact: The lovable mascot became an instant celebrity with appearances on NBC “Today Show,” CBS “Early Show” and TV affiliates across the country.  Rain-X owned Groundhog Day media coverage with more than 32 million consumer media impressions including nationwide news coverage on “CNN Headline News.”   

Rain-X Seemore Saftey Campaign

Issue: Rain-X needed a way to get American consumers to understand the value and importance of changing their wiper blades on an annual basis.  With wiper purchases primarily happening when old blades fail and with no real heavy sales season, Rain-X was looking for a new, creative sales trigger to spur the public into action.

Idea: Coyne PR developed and implemented a plan to create a seasonal trigger, leveraging Groundhog Day –to raise awareness of the importance of proper vision and spur consumers to replace their old wiper blades. Coyne PR introduced “Seemore the Safety Groundhog” as the iconic symbol of the need to change wiper blades every spring.

Impact: The lovable mascot became an instant celebrity with appearances on NBC “Today Show,” CBS “Early Show” and TV affiliates across the country.  Rain-X owned Groundhog Day media coverage with more than 32 million consumer media impressions including nationwide news coverage on “CNN Headline News.”   

BMW

Issue: Looking to cut through the annual auto show clutter, BMW Group turned to Coyne PR with a primary goal of delivering specific BMW and MINI product messages via the major automotive press.

Idea: Coyne PR was able to seed information in show publications, official event press releases, secure print and broadcast interviews and place heavy emphasis on online automotive websites for product feature stories and videos.

Impact: Coyne PR’s efforts generated extensive national coverage of new product and concept vehicle debuts from USA Today to Automotive News and MSNAutos.com and many others.

Auto Show Support

Issue: Looking to cut through the annual auto show clutter, BMW Group turned to Coyne PR with a primary goal of delivering specific BMW and MINI product messages via the major automotive press.

Idea: Coyne PR was able to seed information in show publications, official event press releases, secure print and broadcast interviews and place heavy emphasis on online automotive websites for product feature stories and videos.

Impact: Coyne PR’s efforts generated extensive national coverage of new product and concept vehicle debuts from USA Today to Automotive News and MSNAutos.com and many others.


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The Automotive Leadership Team


client experience
  • API
  • AVIS
  • Black Magic
  • BMW
  • Quaker State
  • Chrysler
  • Daytona International Speedway
  • Fix a Flat
  • Goodyear
  • Harley-Davidson
  • Pennzoil
  • Shell Lubricants
  • Shell Rotella
  • Rain- X
  • Gumout
  • Slick 50