• by Karl Greenberg , June 6, 2011

Hard as it is to imagine, some cars out there have 300,000 miles on their odometers. Not many, but some. Quaker State motor oil is launching a campaign that promises to reward drivers who use one of its specialty motor oil brands on a regular basis -- and keep their vehicles alive for a few hundred thousand miles.

The company's Cash Back Bonus program offers owners the cash trade-in value of up to $3,000 when their cars or trucks reach 300,000 miles -- based on the "good" listing in the Kelley Blue Book.

Quaker State is tying the program to a new Quaker State Lubrication Limited Warranty, with consumers who opt for the warranty online being enrolled automatically in the Cash Back Bonus program. Consumers must use one of the Quaker State products in the vehicle starting no later than the 100,000-mile mark.

Chris Hayek, Quaker State global brand manager, said the idea for the program came from conversations with the company's agencies about the fact that consumers regularly contact Quaker State to say they have as much as 300,000 miles on their odometers: "If you look at it, over 8% of vehicles on the road now have over 200,000 miles, Also, cars are made so much better now than they used to be. They are lasting a lot longer."

Hayek said the program is transferrable, so that the original owner doesn't have to be the one who makes it to 300,000 miles.

"As a brand, we want to stand for durability; we want to create programs that show us helping consumers get the most out of their vehicles," he said, adding that while the warranty is designed along those lines, everyone has a warranty. "Motor oil is a low-interest category and our concern is that what consumers feel for such products is that one brand is as good as another. Also, a warranty is focused on the negative -- we'll cover you if something goes wrong. But we wanted a way to say 'thank you,' to embrace consumers who are loyal to us."

A TV spot supporting the effort shows one Quaker State customer who has reached 300,000 miles. Hayek says the media focus is on radio and digital, including a Web site revamp that allows consumers to enter their vehicle identification number to get specific oil change requirements both for severe and normal driving habits. "We will email and text based on what you told us," said Hayek. "Digital and mobile allows us to have more communication and dialogue with consumers over the course of their vehicle's life." He said a mobile app will be the next phase: "We have neat ideas around that."

"A lot of it [will] be auto vertical, but [we] will also take it broader too. Speed Channel and Power Block on Spike resonates very well, but this message is broader than just the heavy enthusiast. The idea of someone who all they have to do is make regular oil changes appeals both to the do-it-yourself and do-it-for me, so radio and TV will be broader than heavy auto media and NASCAR."

Hayek added that the program isn't just an offer, but a cornerstone of the brand, and is intended to appeal to more than a niche group who would actually attempt to reach the milestone -- no pun intended. "This is what Quaker State wants to stand for in the future. It will always be in the forefront with us," he said. "With initial testing, we had people who said they were not the guy who will get 300,000 miles, but they said -- to a person -- that this is such an intriguing idea they would go to the Web site and check it out because it's so unique and different."

QuakerState.com will also have video content featuring people who have reached the mileage mark, with details on how they maintained their vehicles. Hayek said the digital strategy includes deals with sites like KBB.com.

There is also a tie-in through Quaker State's sponsorship of NASCAR and Hendrick Motorsports: "We are working with [Rick Hendrick] and with Quaker State drivers Dale Earnhardt Jr. and Jimmie Johnson." Hayek said the company is mulling the use of on-car branding that talks about the cash-back program. The company became title sponsor of the Quaker State 400 at the Kentucky Motor Speedway, which takes place mid-July, and where the company will be promoting the warranty and cash-back programs.