CHICAGO, April 18, 2016 /PRNewswire/ -- Turtle Wax has long been known for its innovation in car care, and through a new partnership will position itself as a pioneer as the first in its category to enter the realm of eSports. The brand's partnership with premier team OpTic Gaming will focus on a content-driven narrative that weaves Turtle Wax naturally into OpTic Gaming's busy lifestyle in their home, on the stage and on the road.
The agreement began with a complete garage overhaul at the OpTic Gaming Scuf House that features custom co-branded artwork and graffiti. True to the Turtle Wax brand philosophy that cars are meant to be driven, exposed to the elements, and pushed to their limits, the brand will also take to the road and travel with OpTic to keep their rides looking sharp as the team documents their trip to a major tournament this summer.
"Professional gaming is a rapidly growing sport, and authenticity is a priority as more sponsors enter the space," said Hector Rodriguez, CEO and co-founder of OpTic Gaming. "Our fans are highly engaged and aren't just invested in our competitions, but also in our lifestyle. Passion for gaming and cars go hand-in-hand. Our cars are a major fixture and natural extension of our lifestyle, so Turtle Wax is a perfect fit as a sponsor for OpTic Gaming."
Research conducted by the brand in 2015 showed that cars and car care resonates well with gamers. The OpTic team regularly vlogs and broadcasts from the team garage and on the road from their sports cars and luxury automobiles, confirming the natural tie between the two organizations. Both brands will leverage the connection between gaming and the car community for an integrated, content-focused campaign that will bring both brands together in an authentic way and introduce Turtle Wax to the growing demographic of the next generation of car care enthusiasts – Millennials.
"One of the major goals of this partnership is to show the new era of car lovers that Turtle Wax isn't just your father's or grandfather's car products," said Courtney Lauer, director of marketing for Turtle Wax. "The brand has been around for more than 70 years, and we pride ourselves on our innovations steeped in consumer insights, and continue to invent new products that meet the needs of modern drivers."
Other partnership activities include social media promotions and giveaways, as well as additional photo and video shoots featuring the team's cars and Turtle Wax products on a regular basis throughout the campaign.
The brand also launched its 2016 ad creative by O'Keefe Reinhard and Paul. The spots build on last year's "Protect the Body, Free the Soul.™" concept. The 2016 campaign highlights Turtle Wax's research and development, and empowers car enthusiasts to show their passion for their vehicle by driving it, testing it, pushing it to its limits, and protecting it with Turtle Wax® – the best technology in car care, inside and out. Media planning and buying duties will be handled by agency Mediavest | Spark, with plans to distribute the creative via prominent Online Video & Cable TV content integrations, programmatic digital, social media, and other channels.
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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. Turtle Wax: Protect the Body. Free the Soul.™
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.
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SOURCE Turtle Wax