SHELL ROTELLA TGM SILVERADO DURAMAX RACING PARTNERSHIP

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SHELL ROTELLA T/GM SILVERADO DURAMAX RACING
PARTNERSHIP
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TOPICS

• Diesel pick-up promotion plan
• Raceweeks promotions
• Diesel pick-up advertising plan
• Event Marketing
• Rotella.com

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APRIL-JUNE ROTELLA HEAVY DUTY EXTREME RACING
NATIONAL PROMO

• OBJECTIVES
• Drive off-shelf display in retail outlets
• Incremental consumer purchases and frequency
• PROMOTION Leverage popularity of NASCAR among
  our users
• 2 parts
• Instant Win On-Pack on one gallon bottles of
  Shell Rotella T
• Grand Prize Extreme truck racing week
• Visit MD shop with 46 driver, Dennis Setzer
• Practice with 46 pit crew under real race
  conditions
• Drive racing truck around Charlotte Speedway with
  Richard Petty Driving Experience
• If you pass all the above, you earn a honorary
  pit crew chief to a truck race

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JULY-AUG ROTELLA HEAVY DUTY EXTREME RACING PROMO

• Value-added promotion
• Retail Free Rotella heavy-duty insulated mug (in
  mail) with 3 gallon purchase
• Communicated by case card, shelf talkers and tear
  pads
• Truck Stops Free Rotella heavy-duty insulated
  mug with oil change
• -Automotive Oil Change Shops Free Rotella
  heavy-duty insulated mug (in mail), with oil
  change
• Ideal for Chevy/GMC dealers
• TimingApril-June, 2006

(Example of Shelf Talker and tear pad that will
be in an Auto Parts store)
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APRIL-AUG ROTELLA HEAVY DUTY EXTREME RACING
PROMO EXPECTED RESULTS

• Retail Expected to have point-of-purchase
  materials up in about 6,000-12,000 major auto
  parts stores (Autozone, OReilly, NAPA and
  others)
• Truckstop Hundreds of large truckstops will be
  giving away heavy duty Rotella Racing mugs when
  they get a Rotella Oil Change (based on past
  promotion, we expect to give away about 75,000
  mugs)
• Automotive Installers (diesel pick ups) Free
  mug (via mail in), with Rotella Oil change
• Ideal opportunity for Chevy/GMC dealers

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SEPT-NOV ROTELLA HEAVY DUTY TAILGATING

• OBJECTIVES
• Drive off-shelf display
• Incremental consumer purchases and frequency
• PROMOTION Leverage popularity of outdoor
  activities with our consumers
• 2 parts
• Instant Win On-Pack
• Grand Prize Ultimate Tailgating weekend
• RV, Bar-B-Que and tickets to a premier tailgating
  event
• Other prizes Rotella Bar-B-Que barrel grill

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SEPT-NOV ROTELLA HEAVY DUTY TAILGATING

• Value-added promotion
• Free Rotella heavy-duty trailer hitch with bottle
  opener with 3 gallon purchase
• Communicated by case card, shelf talkers and tear
  pads
• Timing on shelf
• Sept-Nov, 2006

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WE HAVE DEVELOPED AN PROMOTION SPECIFICALLY FOR
RACEWEEK MARKETS

• What retailer will obtain for the Raceweek
  markets
• Retailers logo on Rotella truck for this race
• 6 tickets/hospitality passes to the truck race
• What Rotella would require
• Retailer to run the Raceweeks promotion for 4
  weeks around the racing event in those stores
  near the race
• Free Rotella truck NASCAR mini-metal hood in mail
  with 3 gallon Rotella purchase

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ROTELLA 2006 RACING PARTNERS
Tentative
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ROTELLA 2006 DIESEL PICK-UP AD ROTATION
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ROTELLA 2006 DIESEL PICK-UP MEDIA PLAN
Tentative
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ROTELLA ROAD SHOW WILL VISIT PRIMARY RACES AND
OTHER LARGE DIESEL PICK-UP EVENTS

• Will be reskinned with GM diesel pick-up with
  info. on inside of truck re diesel pick-ups

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ROTELLA AND GM BOTH PARTICIPATE IN MANY SIMILAR
TRADE SHOWS

• FFA National Convention
• SEMA
• World Ag Expo
• Farm Progress

• Possibility to develop incentives to show
  attendees to visit each others booths

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ROTELLA.COM INFORMATION

• September 2005
• 60,000 Visitors
• 1,970 Avg Daily Visits
• Ask the Expert 2000 Questions Submitted in 2005
• Launch of Spanish Language
• Most visitors are diesel pick-up owners
• Ability to link to GM website

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ROTELLA.COM MONTHLY NEWSLETTER

• Direct to Consumer Communication
• Delivers Unfiltered Marketing Message
• Focus on Content Relevant to Subscriber
• Low-Cost Communications Vehicle
• Circulation 18,000