TEN Tricks Out a Lowrider for Quaker State

TEN Quaker State

Great new project from our friends at STUDIO TEN and parent company The Enthusiast Network (TEN) for Quaker State.

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Only a few seconds into the first episode of “Lowrider Roll Models,” we meet Steve Alvarez-Mott, an obstetrician and gynecologist who practices in Glendora and San Dimas, Calif. The camera slowly focuses in on Alvarez-Mott’s face as he explains how he got involved in the lowrider culture–a world where elaborately customized classic cars with hydraulics brings Latino families together. In the background bottles of Quaker State oil line the shelves.

It’s subtle product integration executed well by TEN: The Enthusiast Network. Nancy Bruner, Shell Lubricants manager of influencer strategy and engagement, was looking for an experience that would let advocates in the lowrider community see that Shell was equally passionate about helping their community thrive.

Shell Lubricant’s involvement began in 2015 as a way to gain traction and awareness in the U.S. Hispanic market, explained Rudy Rivas, GM, Lowrider Network. Mr. Rivas met with Don Moser, North America Marketing Manager at Shell Oil Company and Ms. Bruner many times, getting to know each other and developing friendships. It was a good match, said Mr. Rivas, because everyone involved shared an appreciation for not only the cars, but also the people and culture surrounding the lowrider lifestyle. Even though the LOWRIDER staff are “knucklebusters who have grease under their nails”, the human interest aspect of each episode offers broad appeal.

During those multiple meetings, the group brainstormed ways TEN could help Shell by creating custom video content that would make a difference in the lowrider community.TEN’s LOWRIDER magazine staffers had toyed with the idea of creating video for years, said Mr. Rivas, and having Shell Lubricant, featuring Quaker State Motor Oils, be a part of it made it all the more enthralling. “They wanted to integrate with a program that shows respect to the culture of the lowrider car enthusiast,” he said. “TEN has always been a first mover and helped brands grow new and existing audiences. We knew we could help the Quaker State brand activate and drive real engagement with the audience they wanted to reach.”

After bouncing a few ideas back and forth, Rivas and the team at Shell Lubricants decided to turn the magazine’s “Roll Model” column into a monthly video series, focusing on the four pillars of lowriding: performance, artistry, pride, and culture. The short video segments would profile male and female lowrider community leaders and their cars. It would also work to dispel outdated, negative myths about the lifestyle. (Television and movies have done a good job of making lowriding synonymous with organized crime and guns.) The fact that the people and cars featured in the lowrider series are true role models, working in their own communities for the betterment of all is an added benefit for Quaker State.

“In the case of ‘Roll Models,’ it wasn’t just, ‘We want to market to you [Hispanic community].’ It was really building out the idea of, ‘We have a shared passion around automotive and design. We all share this love.’ Now, we can help change the perception of a culture that has really well-respected folks designing, building and driving lowriders. For us, that’s incredibly appealing,” said Ms. Bruner.

That includes putting product in the hands of the lowrider car clubs and community to support their passion.”By supporting the lowrider community with product that they want and use, we help deliver a message that we all want to deliver – getting the stories told,” said Ms. Bruner.

To date, the videos–which launched in March 2016–have generated over 3.9 million views, and over 325,000 likes, comments, shares to date. There’s also cross-promotion via the one-page profile in the print magazine. While Ms. Bruner will not disclose all metrics, she said Shell Lubricants is “pleased with the program and our investment in underwriting has been well-placed.”

TEN Quaker State

One reason: Quaker State is seeing a great benefit from earned media. “We’ve seen a big increase in earned media awareness. There have been a lot of interview opportunities for us as well. From a reputation and brand perspective, the earned media is phenomenal and begins to build the credibility piece for us,” she explained. “It helps us to appeal to a broader number of people.”

TEN: The Enthusiast Network is the world’s premier transmedia network of enthusiast brands, such as MOTOR TREND, AUTOMOBILE, HOT ROD, SURFER, TRANSWORLD SKATEBOARDING, and GRINDTV. TEN’s audience represents the largest concentration of males age 18 to 34 within the automotive and action/outdoor categories.TEN helps brands connect with a powerful, active and influential group of passionate enthusiasts. Its massive scale across all platforms allows partners unmatched reach. For more information, visit enthusiastnetwork.com

 

Studio TEN brings the Petersen Car Museum roaring back with walls of video

MOE - Petersen

The Scenic Route and the Petersen Automotive Museum approached Studio TEN to develop unique videos for the Museum’s re-opening in December of 2015. Studio TEN produced three distinct pieces of content utilizing design, CG/Animation, editorial, projection mapping, and live action for each of the Museum’s three floors centered around “Artistry of the Automobile,” “Thrill of Motorsports,” and “Road to Stardom.”

 

Here’s a nice story from: Wired

MOE - Petersen

The Petersen Automotive Museum in Los Angeles turns 20 this year, and now the public can finally enjoy the fruits of the $125 million renovation it gave itself as a birthday present.

After a year of work, the Petersen, dedicated to collecting, preserving, and showing off historic vehicles, has reopened with an additional 300,000 square feet, 22 new galleries, and a crazy façade of candy red paint wrapped in steel ribbons. To fill all that space, the museum formed partnerships with a host of brands like Maserati, Ford, and Lucas Oil, giving it access to massive chunks of automotive history.

BMW, for example, will present a rotating selection of its famed Art Cars, which have been designed over the years by figures like Frank Stella, Roy Lichtenstein, Andy Warhol, Jeff Koons, and Jenny Holzer. Maserati will be the subject of a “Design To Production” exhibit where patrons can see the Italian fetish object go from the concept stage all the way to finished car. The Petersen will have the one and only show floor for the Ford GT Supercar, complete with a history of the machine dating back to 1966 when the GT won Le Mans.

All of this feels like standard, if impressive, museum fare. To bring this automotive shrine into the future, the brain trust at the Petersen knew it needed to make the new and improved space an immersive multi-media experience. So it hired creative agency MindOverEye to make custom video content for their massive new gallery halls.

Studio TEN has worked on campaigns for Lexus, Infinti, and Mercedes. Remember that cheeky “Villains” campaign for Jaguar? That was them! The firm got an Emmy nomination for the visual effects work it did on the Neil Degrasse Tyson re-up of Cosmos: A Spacetime Odyssey.

For the Petersen project, it created a cohesive visual narrative that runs through the renovated museum’s three floors. The first floor is the “Artistry of the Automobile” section. On a 16-foot tall, 166-foot wide arced wall, you’ll see a 12-minute abstract video loop meant to invoke the “spark of inspiration” in automotive design.

Move up into the second level and you’ll be immersed in the “Thrill of Motorsports.” Studio TEN worked up another all-encompassing video exhibit for this floor that plays at a slightly more modest size, just seven feet high and 134-feet across. To ensure viewers feel fully enmeshed in a day in the life of an auto race, the wall wraps around 180 degrees and displays stock footage as well as live action video shot by the creative team. To capture the images for such a large-scale display — as in 23,000 pixels wide — Studio TEN deployed a custom nine-camera array with bespoke optics inside.

On the top floor comes the nod to Hollywood. The “Road To Stardom” exhibit commemorates the movie industry’s icon-creating history with automobiles.

The Petersen sits on LA’s Miracle Mile, a stretch that’s been blowing up in recent years. That includes a new metro stop coming soon (hey, car lovers can use public transit, too) and a bevy of trendy food spots popping up on local heat maps. That means it’s the perfect time to go get yourself a double fist of the art-filled bougie lifestyle: Snag a lunch of avocado toast and then get your culture on by crawling from the Los Angeles County Museum of Art to the Petersen.