PENNZOIL Tune-Up Series with Tim McGraw

The second experiential program I am showcasing for Pennzoil is the Pennzoil Tune-Up Series with Tim McGraw.

SITUATION

This program was developed as part of Pennzoil's partnership  with Tim McGraw and its sponsorship of the Brothers of the Sun tour. The brand partnered with Tim for its Long Love Cars campaign due in part to his life-long passion for cars and how well music and cars have always gone together.

The program included branding and campaign messaging, a fan engagement area outside each venue, and

CHALLENGE

Develop an activation around the tour sponsorship that has authenticity and relevance in creating a deeper emotional connection with Pennzoil, driving brand affinity and purchase intent.

SOLUTION

Create a once-in-a-lifetime experience for an intimate “tune-up” performance by Tim McGraw prior to each concert. Invite consumer promotion and radio winners, key customers, celebrities, and Paraly

PROGRAM DETAILS

Pre-Show Exterior

• 3 months, 23 concerts, 22 cities, 20 radio remotes
• 230+ Brand Ambassadors
• Long Love Cars exterior event engagement
  • Photo op with multiple background options
  • Engine display with brand benefits
  • Racing game, Scan & Win, database opt-in
• 3350+ photos captured and shared 8000+ times

PROGRAM DETAILS

VIP Tune-Up Experience

• VIP guests – promotion and radio winners, key customers, celebrities, Paralyzed Veterans of America – were treated to a once-in-a-lifetime experience
• "Tune-up" show by Tim McGraw (3-5 songs) in intimate backstage setting
• Meet 'n greet, photo ops, food and beverage, SWAG

RESULTS

The program reached over a million attendees and hosted more than 4600 VIP guests, including 1400 key customers, across the tour.

It succeeded in driving a deeper emotional connection with consumers, resulting in increases in brand affinity and purchase intent metrics.

Won Billboard's Concert Marketing & Promotion Award.