BP prepares summer rollout of new two-year fuel campaign

摘要

BP execs are kicking off a tour of markets east of the Rockies this week, staging road shows aimed at ginning up jobber enthusiasm for the company's new "Invigorate" fuel campaign. "Invigorate" is the name BP has given to a new detergent additive that it claims will allow cars to "run younger for longer" and execs say they plan to take a more unorthodox approach to promoting the fuel. Along with traditional TV, radio, press and billboards, BP's strategy will include advertising in health clubs and cinemas, pushing "Invigorate" as being "like vitamins and exercise for your life." As part of a four-month advertising campaign set to start July 2, BP's outside PR firm will recruit people perceived to be fitness proponents to promote the additive on the Internet through chat rooms and blogs. According to BP, the fitness experts will not receive payment for their services and will be free to say what they like about the fuel. However, BP will send them $25 gift cards to pay for their gasoline purchases. The chat-room initiative is part of what BP calls "buzz marketing." There will also be "in-market events," such as appearances at fun runs and fairs, with "product ambassadors" to talk up the additive's benefits. BP plans to convert 5,000 or so stations to the new fuel this year, and its remaining 5,000 next year. Sites will be reimaged with new decals and ID signage, and the company's Helios 100 mystery shopper program will be amended to add 100 bonus points if cashiers can answer questions about "Invigorate."