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SAN ANTONIO -- In an effort to create buzz around its retail brand program, VP Racing Fuels is releasing a viral music video that corresponds to the release of the VP Racing Fuels 2014 calendar.
According to the behind-the-scenes video seen above, producer and director Matthew JC and photographer Michael Vincent are currently working on the calendar photo shoot, which will coincide with the official music video release featuring the JC AllStar Band and their new song "High Gear."
The music video will launch later this summer and feature appearances from the spokesmodel team from VP Racing Fuels known as "The Pit Crew."
"In the context of our retail brand program, VP stands apart from the major brands and oil refiners given our historical roots in racing and reputation among performance enthusiasts," said Alan Cerwick, president of VP Racing Fuels. "VP is known for leading-edge fuel technology, 'MAKIN' POWER' and having fun, and these videos are a great illustration of that last component."
Founded in 1975, VP Racing Fuels is the official racing fuel of more than 60 series and sanctioning bodies, including NHRA Championship Drag Racing; American Le Mans; World of Outlaws Sprint Cars and Late Model Series; and Rally America. Its ties throughout the motorsports landscape and ability to leverage social media set it apart from competitors, said Steve Scheidker, director of marketing for VP Racing Fuels.
"Through our involvement in motorsports, our existing audience already skews toward a younger demographic and this will carry over to our retail branding program through efforts such as our upcoming music video," Scheidker explained. "This will be the long-term benefit of our brand partners as we cultivate new customers at a young age and hopefully retain them for a lifetime."
In addition, VP recently added Romine Oil Co. to its network of retail partners. De Queen, Ark.-based Romine Oil opened its first convenience store in 1979. The company currently operates 15 retail locations, while supplying lubricants and fuel to railroads, manufacturers of home improvement equipment, poultry companies and other industries in Oklahoma and Arkansas.
"The VP image, credit card program and access to industry-leading racing fuels and additives will give us significant advantages over our competitors," said Larry Romine, president of Romine Oil. "In addition, VP's image will give us an exciting, recognizable brand and help us develop a consistent image in our market. We are excited about our future with VP Racing Fuels."
VP's program is intended to offer substantial expense reductions through the industry's lowest credit-card rate along with sourcing unbranded fuel, the company stated. It also offers several new revenue streams for retailers with VP performance products for vehicles.
"VP's new partners see the coming changes in the fuel industry and understand the importance of partnering with an organization like VP Racing Fuels and our game-changing brand program," Cerwick added. "Their buy-in validates the strength of the VP brand and our ability to deliver the biggest competitive advantage to date."