1. CHEVERON’S WORLD OF CARS CHARACTERS Presented by: JR Foreman

2. Agenda History Case Summary Competitors Characters Questions

3. History 1876-1911 Leading the Way – Standard oil drills in California 1876-1911 Leading the Way 1912-1926 Spirit of Standard - Separation of the Standard Oil companies1912-1926 Spirit of Standard 1927-1946 In War and Peace- Standard Oil found exploration prospects and success in the Middle East and Asia 1927-1946 In War and Peace 1947-1979 A New Identity - 1977 changed its name to Chevron U.S.A. Inc. 1947-1979 A New Identity 1980-Now A New Blueprint - $13.3 billion Gulf merger to the Oct.9, 2001 ChevronTexaco merger. 1980-Now A New Blueprint

4. Case Summary This award-winning website has been around since 1997 and has served more than a million visitors!award-winning Site went from 1,500 hits per day to over 150,000 hit per day in 3 months. Learn, buy, and play online Largest group visiting the site is parents Brand recognition and fun Supports the changing nature of the business

5. Competitors

6. Some of the Characters Over 45 total cars The first cars were introduced in May, 1996 1. Sam Sedan (retired) 2. Wendy Wagon (retired) 3. Tony Turbo The next car December 1996 4. Freddy 4-Wheeler Many more still being produced today

7. Question 1: Explain the logic of using Claymation cars to advertise the Chevron Brand. How would it compare to the Web and TV ads ? Unique form of brand recognition It builds a brand loyalty to a future consumer. Characters-based animated interaction agents Everybody wants to have fun

8. Question 2: Why would Chevron want to target the 5 to-12-year-old market ? They do not buy gas, and by the time they drive cars, the market for gasoline sales may be completely different. It sets up trust and friendly way to advertise Chevron says that “fun” seems to be the nature of future business. Future gas stations are turning in to service complexes such as car washes, fast food chain and even hotels. The most important thing is brand recognition

9. Question 3: What factors do you think contributed to the sites success? Interactive marketing Viral marketing (word of mouth marketing) Affiliate marketing Characters-based animated interaction agents

10. Sites http://www.chevroncars.com http://www.chevron.com http://www.bp.com http://www.speedway.com http://www.sunocoinc.com http://www.arco.com http://www.shell.com http://www.citgo.com http://www.conocophillips.com http://www.exxon.com