A launch, a sweepstakes, and a famous “original.”

MAHLE – one of the largest manufacturers of OE automotive gaskets – used a year-long sweepstakes promotion and the drawing power of a famous race driver to help launch their new line of gaskets for the automotive aftermarket.

"Drive With the Original"

Created by HB&M, the sweepstakes theme of “Drive with the Original” was built around former NASCAR driver Richard Petty, referred to among racing fans as “the original.”

Sweepstakes promotion and on-line registration drew thousands of automotive trade participants.

A year-long campaign

HB&M created and handled all promotional and media aspects of the year-long campaign and sweepstakes, using a print/digital/social-media integrated approach that covered auto parts distributors and dealers, and participating service shops in the automotive repair market.

Videos on social media generated hundreds of thousands of views.

Grand prize, great coverage

The sweepstakes culminated with the award of the grand prize at the AAPEX Show in Las Vegas – a custom-built Mustang from the Richard Petty garage. HB&M handled all pre-show PR, in-booth media relations, and TV coverage of the award ceremony.

The year-long promotion was a huge success, with sales of the new gaskets exceeding MAHLE’s expectations.

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