Caltex starts The Amazing Race Asia

MEC, a leading media agency has worked with Caltex to create an integrated online campaign for a lucky team to win $4,000 USD in its Amazing Race Asia Caltex Online Challenge.

In line with the brand positioning, 'What Drives You,' Caltex, MEC and a 3^rd party digital expert carefully designed a series of entertaining tasks to drive common values of patience, determination and resilience amongst a younger audience, one that formed the core of the participating teams.

To be eligible for the prize, teams must complete all online games featured in The Amazing Race Asia Caltex Online Challenge to receive clues which will enable them to build a puzzle which contains the final trivia question.  Each team consists of two members. So far, over 1,000 teams have registered to play the Caltex Online Challenge since September 2010.

MEC has also integrated game content into Facebook and within the Admax Network in order to drive additional exposure around the online challenge (www.tara4caltex.com), rally more teams to participate in the region and continue to drive positive brand association.

The Amazing Race Asia Caltex Online Challenge ends on 12 December 2010 at 11:59pm Singapore time. The Grand Prize will be awarded to the team with the highest average score achieved from completing all games and the correct answer to the final clue.

MEC created the idea for this campaign based on consumer insights around the target audience's digital prowess and entertainment needs. It is an excellent example of how a TV show can cross media and become an engaging, branded digital activation amongst show loyalists and beyond.  The activation demonstrates the capabilities of combining client interest and agency expertise to deliver an innovative solution for Caltex.

Brian Fisher, Chevron Integrated Marketing Manager APAC, said "Caltex has sponsored the successful TV show 'Amazing Race Asia' on AXN since its inception five years ago. Caltex has strong branded integrations in each season because it has a strong alignment with the spirit of the Caltex brand. Every year with MEC, Caltex has introduced new innovations and platforms to extend the excitement of the race beyond 'just TV'. Sponsorships should fit with brand attributes and personality.  The Caltex brand is about renewing people's drive and getting them back on the road quickly and easily.  The great fit of Caltex with The Amazing Race Asia and these new innovations give us a wonderful opportunity to showcase the Caltex brand and experience to a whole new digital audience."