LEXINGTON, Ky. - May 9, 2017 // PRNewswire // - Valvoline™ (NYSE: VVV) - a leading worldwide supplier of premium branded lubricants and automotive services - announced today its upcoming partnership as The Official Synthetic Motor Oil of the upcoming film, Transformers: The Last Knight in theaters June 21.
The partnership with Paramount Pictures represents one of the largest marketing activations in Valvoline's history, spanning global business units with launch support in over 60,000 retail outlets in over 30 countries. Advertising campaign elements include in-store, digital and social assets.
"We are excited to partner with this blockbuster franchise, as Transformers resonates heavily with our worldwide consumer base," said Jamal Muashsher, Valvoline vice president of marketing. "Our level of activation across all of Valvoline's channels is a groundbreaking effort for our brand."
As part of the film partnership, Valvoline has issued a special-edition VALVOTRON Action Figure, available now through July 26 when any five quarts of Valvoline Full Synthetic Motor Oil are purchased at participating retailers. Receipts can then be uploaded to GetValvotron.com to redeem one free VALVOTRON per five-quart purchase.
"Valvoline is creatively leveraging key themes from the new movie to build excitement among fans of the film franchise with a fun and engaging campaign," said LeeAnne Stables, Paramount president of worldwide marketing partnerships and licensing.
VALVOTRON can also be redeemed at participating Valvoline Instant Oil Change (VIOC) and installer locations nationwide with the purchase of a full synthetic oil change. For more information about specific offers and sweeps go to Valvoline.com.
Valvoline will also launch multiple sweepstakes as part of the partnership via its social channels, website and VIOC locations.
For more information on Valvoline's Transformers: The Last Knight partnership efforts – including the VALVOTRON action figure redemption offer and corresponding sweepstakes – and for a list of all participating retailers, VIOC locations and installer channels, please visit Valvoline.com.
Valvoline Inc. (NYSE: VVV) is a leading worldwide producer and distributor of premium branded automotive, commercial and industrial lubricants, and automotive chemicals. Valvoline ranks as the #2 quick-lube chain by number of stores and #3 passenger car motor oil brand in the DIY market by volume in the United States. The brand operates and franchises more than 1,070 Valvoline Instant Oil ChangeSM centers in the United States. It also markets Valvoline lubricants and automotive chemicals; MaxLife™ lubricants created for higher-mileage engines, SynPower™ synthetic motor oil; and Zerex™ antifreeze. Visit www.valvoline.com to learn more.
™ Trademark, Valvoline or its subsidiaries, registered in various countries.
SM Service mark, Valvoline or its subsidiaries, registered in various countries.
In the film, humans are at war with the Transformers, and Optimus Prime is gone. The key to saving the future lies buried in the secrets of the past and the hidden history of Transformers on Earth. Now, it's up to the unlikely alliance of Cade Yeager (Mark Wahlberg), Bumblebee, an English lord (Anthony Hopkins) and an Oxford professor (Laura Haddock) to save the world from total destruction.
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NASDAQ: VIAB, VIA), a leading content company with prominent and respected film, television and digital entertainment brands. Paramount controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, Paramount Television, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films, and Nickelodeon Movies. PPC operations also include Paramount Home Media Distribution, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.