Bosch has launched a multimedia “Light ’Em Up!” spark plug campaign intended to generate and sustain enthusiastic “buzz” about Bosch spark plugs, and demonstrate to motorists that “Bosch is the right plug for me.”
The campaign utilizes both traditional and progressive media, including cell phone technology, to impress upon enthusiast motorists who are passionate about their cars that Bosch spark plugs provide the most powerful spark they can buy.
The campaign features a number of elements:
Bosch’s exclusive, FREE Light ’Em Up Dyno mobile spark plug application that turns the motorist’s iPhone® or iPod touch® into a dynamometer within the vehicle, complete with special skins for the popular hand-held device, with an expanded-function version available for only $4.99;
A dedicated “Light ’Em Up!” Web site, at www.lightemup.com, featuring Web-based episodes of Hendrick Motorsports team members sharing “What lights them up,” links to a dedicated YouTube channel and the unique, Bosch Light ’Em Up Dyno application, plus info on rebate promotions, product information, a retail locator and parts finder;
The “Light ’Em Up!” rebate program, which provides significant rebates of up to $2 each on the purchase of Bosch premium spark plugs; also offering an additional $4.99 rebate with the purchase of Bosch spark plugs and the expanded-function Light ’Em Up Dyno app;
Bosch “Light ’Em Up!” messaging integrated into video games; and
Print and online advertising, including home page takeovers and push-downs on selected Web sites, and public relations aimed at the enthusiast motorist.
“The Light ’Em Up” campaign uses both traditional and progressive media to generate excitement for premium Bosch spark plugs, and provide auto enthusiasts with the rationale and incentive to purchase and install Bosch plugs.
"Installing premium Bosch spark plugs will improve a vehicle’s efficiency, power and performance, and the 'Light ’Em Up' campaign will ensure that every motorist is aware of the many benefits these spark plugs will bring to his or her driving experience,” says Pam Krebs, director of Advertising and Sales Promotion for Bosch.
“From the exciting mobile dynamometer application for the iPhone/ iPod touch to the dedicated microsite, YouTube channel online, online and print advertising and the significant rebate program, Bosch is notifying enthusiasts that they should take another look at Bosch spark plugs. These plugs deliver superior, reliable performance day in and day out, and we encourage everyone to check out our microsite at www.lightemup.com to find out why and to enjoy the 'Light ’Em Up' experience for themselves,” she adds.
