Castrol Syntec Top Shop Challenge Aims for Hard-Core Auto Enthusiasts
Through SOURCE INTERLINK Tuner Titles
Engine-Building Contest Rides on Editorial Collaboration with
Lowrider, Eurotuner, Import Tuner, Modified Magazine, Sport Compact Car,
Super Street and Turbo Magazine
Fans Can Vote for Their Favorite Engine Online
IRVINE, Calif. (Business Wire EON/PRWEB ) June 16, 2008 --
Castrol and seven of SOURCE INTERLINK MEDIA’s
top Tuner magazines are launching a six-month Web campaign that promotes
the high-performance power of Castrol’s
synthetic motor oil to automotive enthusiasts.
The Castrol SYNTEC Top Shop Challenge is a half-year promotional
campaign that pits seven custom
car and aftermarket automotive shops against each other to create
the highest horsepower engine from scratch. Each shop participating in
the contest was chosen by the editorial teams of one of seven SOURCE
INTERLINK MEDIA international automotive titles: Lowrider,
Eurotuner, Import
Tuner, Modified Magazine, Sport
Compact Car, Super
Street and Turbo
Magazine. All of the magazines are contributing to a dedicated
Microsite (http://www.syntectopshopchallenge.com),
which is the focus of the campaign and which features regular rich
content updates of video clips, blog posts and articles.
Throughout the contest, which runs into November, the readers of each
magazine can follow their favorite team at the Castrol SYNTEC Top Shop
Challenge Microsite (http://www.syntectopshopchallenge.com).
Fans who visit the site can also vote for their favorite engine and
enter the official sweepstakes to win the top engine.
“The automotive titles that we assembled for
the Castrol SYNTEC Top Shop Challenge are the perfect channels to reach
hard-core auto enthusiasts about the high performance benefits of
synthetic motor oil,” said Melanie Smith, the
Castrol SYNTEC brand manager for Castrol. “The
Microsite educates fans about the benefits of Castrol SYNTEC through a
fun and entertaining experience, with great original content.”
Beginning with the selection and introduction of each magazine’s
team, the articles and video content on the Top Shop Challenge Microsite
follow the teams as they design, build and test their custom engines.
All magazine content associated with the Top Shop Challenge is
aggregated on the Microsite and will be regularly updated to keep
readers and fans coming back for more.
“The collaboration among these titles with one
of our major advertisers is an example of the synergy and reach of the
SOURCE INTERLINK MEDIA Automotive Digital Network,”
said Dan Mauch, vice president, advertising sales and marketing for the
network. “Traffic to the Microsite is already
exceeding our expectations, and the early evidence suggests that the
fans of Eurotuner and other magazines are really committed to seeing
their engine win.”
The winning custom built engine will be determined through official
dynamometer testing to see which one has the highest horsepower per
liter. The winner will be announced and showcased at SEMA
2008 in Las Vegas in November, while the shop that builds it will win a
cash prize of $25,000.
“The auto enthusiasts who read our magazines
are intensely passionate about the cars they love and everything related
to them,” said Howard Lim, vice president,
group publisher for SOURCE INTERLINK MEDIA’s
International Automotive Group. “By involving
seven different titles, we are able to approach the engine build from
the perspective of different aftermarket groups, such as fans of
Japanese or German car tuners.”
Lim added that the campaign for the Castrol SYNTEC Top Shop Challenge
centers on the Microsite but also includes online media buys across
several of SOURCE INTERLINK MEDIA’s
Automotive Digital properties.
About Castrol
The Castrol® name has been synonymous with
high quality, premium-performing lubricants for more than 100 years. Our
leadership brands include Castrol® GTX®
— a premium conventional motor oil; Castrol®
GTX® High–Mileage™
— designed for vehicles with over 75,000
miles; Castrol® SYNTEC®
BLEND™ — with an
added level of synthetic protection; Castrol®
SYNTEC® — a full–synthetic,
super–premium motor oil; as well as our range
of commercial transport lubricants. Castrol products are available from
independent lube operators, service providers, new car dealers and
leading retailers. To find out more about Castrol products and programs,
please call 1–888–CASTROL
or log on to www.castrol.com/us
About SOURCE INTERLINK MEDIA Automotive Digital
SOURCE INTERLINK MEDIA Automotive Digital consists of more than 60 Web
sites for its automotive enthusiast titles, each with its own unique
content and dedicated editorial staff, and is one of the largest
automotive networks on the Web. The group of sites reach more than 16
million unique monthly visitors and generates over 103 million page
views each month according to Nielsen//NetRatings SiteCensus March 2008.
SOURCE INTERLINK MEDIA Automotive Digital also includes the Source
Interlink In-Market Network of sites that focus on serving the active
auto buyer. The In-Market Network includes MotorTrend.com,
Automobilemag.com, Automotive.com
and IntelliChoice.com.
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