CSI & Castrol

Fueling Castrol with Social at SEMA

Awareness Increase

Social Engagement Increase

Booth Traffic Increase

The Challenge

Castrol was looking to make a splash at SEMA, the second largest automotive show in the world. They had not had a presence at the show for two consecutive years, and wanted to re-establish themselves as a powerhouse within their segment.

The goal was to increase traffic from quick-lube owners and managers to the booth for training, and to raise awareness of new technologies and race sponsorships.


  • Market Research
  • Strategy
  • Event Marketing
  • Video Production
  • Creative

The Insights & Strategy

A full review of the competition's presence at the SEMA show was conducted, as well as interviews with key internal staff, and primary and secondary research with quick-lube owners and managers revealed several opportunities. Here is what we found:

• Castrol could have a unique offering at the show in the form of live celebrity shows that could be pre-registered for
• Account-based marketing tactics promoting the registration directly to quick-lube owners and managers is the best way to drive engagement
• Facebook was the key social platform amongst the segment, so utilizing Facebook Live as a streaming platform would help keep costs under control, and reach the audience where they were


Our Solution

Overskies honed Castrol's SEMA strategy around a branded content campaign that would promote its booth as the place to be during the show!  We produced a list of celebrity interviews at the booth and live-streamed the entire thing on Facebook.

We also created a dark social campaign to build an audience while educating and promoting in-booth activities, which included live interviews, training, technology and sponsorships that launched four weeks prior to the show on social media and targeted the intended segment with relevant imagery and messaging. 



The Results

Before the SEMA show, Castrol clocked in an average of 926,000 unique engagements on Facebook. After the show, they saw:

Increase in Booth Traffic YoY
Facebook Live views
Booth Visitors Trained in 3 Days

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