When we started working with FRAM, we had a big challenge – find a way to reach Millennial, blue-collar men in high concentrations at an affordable cost. After extensive research, we solved this challenge by aligning FRAM with the UFC, the Summer X Games, Professional Motocross, and Off-Road Truck Racing. We created customized television commercials, on-site signage at all events, high-impact digital units on relevant websites, social media extensions, and athlete endorsements. We supplemented these sports sponsorships with television and digital media buys targeted at automotive enthusiasts in both the general and Hispanic markets.