PENNZOIL Proving Grounds
I led the experiential planning, creative direction and copywriting for Pennzoil for more than 10 years. The PENNZOIL Proving Grounds is a multi-event brand experience that came out of that planning and ran for several years.
SITUATION
At the time this program was developed, Pennzoil was implementing a brand platform with the tag line, "The Proof Is In The Pennzoil". It leveraged Pennzoil's position as America's most trusted motor oil, it's best-in-class warranty and the fact that it is the first motor oil made from natural gas.
CHALLENGE
Create an engaging experience that brings the "proof" of Pennzoil's campaign to life with a product you can't sample.
SOLUTION
An experiential platform that works across multiple events, venues and sponsorships, giving consumers the opportunity to experience first-hand the engine performance that Pennzoil enables, come away emotionally attached to the brand, share that experience with other
PROGRAM DETAILS
Experience Pennzoil Performance
- 200' x 200' on-site track for driving exhibitions and drift rides
- Racing simulators with brand information built in
- Working hemi engine with Pennzoil Complete Protection benefits messaging
- Oil Change Challenge competitions between Pennzoil drivers and fans
PROGRAM DETAILS
Consumer Engagement
- Leverage race team drivers and brand ambassadors for on-site and social engagement
- On-stage interviews, autograph sessions, participation in activities, pre-event and on-site content generation
- Drift rides, simulators, Oil Change Challenge competitions outlined above
- Amplify engagement and social sharing with show cars, entertainment and opportunities to earn premium
RESULTS
- 406,500 came by the footprint over 27 auto enthusiast and race events
- Average time spent in the footprint was 10.5 minutes
- Attendees who spent 30+ minutes was up 73% from previous year
- 124.1 million organic impressions
- Ad Equivalent Value = $6,206,075