Following Year-One Success, Turtle Wax® Increases Investment In eSports And Expands Partnership With OpTic Gaming

The Most Innovative Brand in Car Care Adds Experiential and Player Integrations to eSports Marketing Plan

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Mar 15, 2017, 07:00 ET

CHICAGO, March 15, 2017 /PRNewswire/ -- After paving the way as the first car care brand to enter the world of competitive gaming, Turtle Wax is expanding its investment in eSports and premier team OpTic Gaming in 2017. The renewed partnership is again focusing on content-driven storytelling through individual player integrations, plus the brand will join OpTic on the road with fan activations at two key gaming tournaments throughout the year.

According to a Newzoo study released in May 2016¹, awareness of eSports globally was poised to surpass 1 billion last year, up 36% from 2015. Turtle Wax is committed to innovation in product development as well as in marketing and partnerships, which is why the brand is deepening its involvement in the fastest growing spectator sport and one of its premier teams. Additionally, Turtle Wax is dedicated to living the go moment, the love of driving and being on the road, so aligning with the globe-trotting auto enthusiasts at OpTic is a natural fit.

"Turtle Wax saw tremendous results in reaching the next generation of car care enthusiasts with increased awareness and social engagement among millennials through the partnership with OpTic in 2016," said Daren Herbert Global VP Marketing & Business Development. "Adding an experiential element will allow us to show fans that we're more than just a logo on a jersey, and that we're invested in them as well as we continue to build equity in the space."

OpTic Gaming Partnership 2.0
During the second year of the OpTic Gaming partnership, Turtle Wax is working with the team on a content-centric narrative that organically incorporates the brand into OpTic's lifestyle around their passion for cars. Individual integrations with team members Ian "Crimsix" Porter and Austin "Pamaj" Pamajewon will showcase different aspects of gamer life through their unique lenses.

Professional Call of Duty (CoD) player and avid car enthusiast Crimsix is the proud own of a Porsche Cayman GT4. Throughout the year, fans will enjoy watching the progress as Crim upgrades and details his ride with the help of Turtle Wax. Crim will share his passion for performance and automotive know-how via his and OpTic's social channels.

Team director Austin "Pamaj" Pamajewon will capture the lifestyle elements of pro gaming through a series of fun and engaging videos from the inside of his BMW. Pamaj's brand of humor and social nature will give viewers a special inside look at Team OpTic and their friends on the road, at the gym or hanging out at home.

Other elements of the partnership will include social media promotions and giveaways, as well as road trip shoots that show the guys living the go moment, capturing and sharing content at every turn.

Driving Fan Engagement
Fans will have the opportunity to experience the partnership in-person as Turtle Wax takes to the road to become one of the first non-endemic brands to host an activation at select eSports tournaments.

The debut of the Turtle Wax footprint will take place at Major League Gaming (MLG) Dallas for the CoD World League Open March 17 through 19, at the Fort Worth Convention Center. At the booth, the brand will unveil a custom co-branded car wrap on Crimsix's Porsche. Fans will be able to pose with the car and receive a GIF that can be shared on social media using #TurtleWaxGaming. The brand will also distribute samples of 2017 new products, providing fans the opportunity to use some of the Turtle Wax products featured in OpTic's content.

For fans who aren't able to attend the tournament in Dallas, the Turtle Wax booth will also be present at the CoD World League Open at MLG Anaheim at the Anaheim Convention Center from June 16 through 18.

"The inaugural partnership between Turtle Wax and OpTic was really well-received by the eSports community and fans are going to be excited to interact with the brand in Dallas and Anaheim," said Hector Rodriguez, CEO and co-founder of OpTic Gaming. "It's great that Turtle Wax is diving deeper and investing early as one of the first non-endemic brands to activate at tournaments. As eSports continue to gain momentum, I think we're going to see a lot of brands following in their footsteps."

For more information and the latest content from the Turtle Wax and OpTic Gaming partnership, visit www.turtlewax.com, and stay up to speed with the latest on Turtle Wax products, innovations and car care tips by visiting or following on Facebook, Twitter and Instagram.

About Turtle Wax
For the past 70 years, Turtle Wax has been a leader in the car care industry, formulating innovative product lines to meet the ever-changing needs of both car consumers and the automotive industry. With humble roots in Chicago, Ill., Turtle Wax continues to be a family-owned and operated business with sales in more than 90 countries. Follow our passion for driving on Facebook, Twitter and Instagram and discover our breakthrough innovation at www.turtlewax.com.

About OpTic Gaming
OpTic Gaming is a premier eSports organization and competitive gaming team. Founded in 2006, OpTic is based in the metro Chicago area and is owned by Hector Rodriguez. With millions of followers across various social channels, OpTic is among the most popular and successful eSports teams on the planet which currently consists of rosters that compete professionally in Call of Duty, Halo, and CS:GO. Learn more at http://www.optic.tv @OpTicGaming.