The Autolite team is putting their spark plugs to the test with the 2010 Autolite Challenge — a comprehensive program that is part online instant win game, part money-back guarantee for consumers and part training and rewards opportunity for technicians.
Slated to launch in March 2010, the consumer- and installer-focused program aims to address two major misconceptions in the industry, says Sean Lyons, Autolite senior product manager. First, many consumers believe they need to use an OE spark plug; however, during product comparrisons and testing, Autolite performs the same, if not better, than OE products and has a better price point, he says. Secondly, many technicians believe Autolite only carries domestic lines, when in reality their product lineup is comprehensive.
“By far, this is the biggest promotion we've ever launched as a brand," says Duane Pekar, director of marketing, ignition, for Honeywell Consumer Products Group. "We really want to challenge consumers and technicians alike to use our spark plug products and see for themselves that we are ignition system experts with a line of products that offer OE-quality performance for virtually any vehicle, import or domestic."
The promotion, set to run for six months, gives do-it-yourselfers the opportunity to put Autolite spark plugs to the test. Consumers that purchase a set of four or more Autolite plugs receive a tear sheet provided by participating retail outlets that directs them to www.autolitechallenge.com. Once they register online, consumers are automatically covered by the Autolite Money-Back Guarantee and entered for a chance to win a grand prize of free gas for a year. They could even be the daily instant winner of a $50 gas card.
"We really put our money where our mouth is," Lyons says.
The installer portion of the program — 2010 Autolite Challenge Professional Technician program — is an in-depth training opportunity for professional technicians focused on ignition systems. In March, techs will have access to a new monthly online training module created exclusively by Autolite engineers and ignition experts. Each module will cover specifics about ignition systems in an in-depth, easy-to-understand format.
"Our ultimate goal is education," Lyons says. "We want people to know that Autolite is a company you can rely on now and in the future."
Technicians who complete each module will earn a 'virtual badge' of recognition and will receive entry into a sweepstakes for a chance to win a one-year lease on a new 2010 Chevrolet Silverado truck. The more modules they complete, the higher their chances of winning. At the end of the training period, technicians who have completed all six modules will receive a heavy-duty Carhartt jacket and framed certificate of completion. Professional technicians are encouraged to enroll at www.autolitechallenge.com/pro in March 2010.
