CONSUMER AND TRADE PROMOTIONS
PEAK 24 HOURS OF
For Old World Industries PEAK Antifreeze & Motor Oil brand, PROtential negotiated a multi-year “official antifreeze” sponsorship deal with grassroots endurance racing series 24 Hours of LeMons, then executed combined consumer and trade sales promotions that hosted winners as guest drivers – to serve as teammates alongside PEAK’s sponsored professional drivers and invited media personalities – at select 24 Hours of LeMons races across the country.
Winners were flown in for the race weekends, provided with firesuits and helmets, stayed in rented trackside motorhomes, and enjoyed chef-prepared meals. The PEAK guest drivers raced door-to-door in a PROtential-built 1989 Ford Mustang GT 5.0L V8 racecar, complete with a full rollcage, fuel cell, and fire suppression system. The PEAK LeMons Mustang race weekends evolved into a great relationship-building tool for PEAK sales leadership and their key customers, as racing and camping together for any entire weekend proved substantially more engaging than something like a typical round of golf with your client.