Pennzoil was launching a new ad campaign in conjunction with the NASCAR Sprint All-Star Race and desired additional excitement to engage key stakeholders and allow the brand to rise above the sponsor clutter.
Challenge
Create a Signature Event for client at the NASCAR Sprint All-Star Race.
Solution
The NBA has the Slam Dunk Contest. Sport Dimensions, Charlotte Motor Speedway and Pennzoil partnered to create the Pennzoil Burnout Contest.
A unique, entertaining, proprietary event to Pennzoil which connects brand with broad base of race fans beyond its Team Penske sponsorship.
The event has attracted top NASCAR drivers Kurt Busch, Jimmie Johnson, Jeff Gordon, Kyle Busch, Greg Biffle, Clint Bowyer and others.
A panel of celebrity judges which has included actor Kevin Costner, NFL All-Pro WRs Steve Smith & Randy Moss, musicians from Montgomery Gentry & Creed, and wrestling stars Ric Flair & Jeff Hardy.
Customer “ride-along” seats in the event allowed Pennzoil to develop incentive contests and sweepstakes to reward key customers and consumers with an once-in-a-lifetime experience.
Media “ride-along” participants have included USA Today, CNBC, Entertainment Tonight, ESPN, SPEED and FOX-Charlotte which helped generate additional event coverage.
25 minutes of LIVE event coverage on SPEED TV allowed Pennzoil to reach fans beyond the track.
Created Pennzoil branding zones in the Sprint Cup and Nationwide Garages at Charlotte Motor Speedway - marking the first time garage-focused branding was allowed at track.
Onsite Display Space and Street Teams engaged with fans at track.
Pennzoil was launching a new ad campaign in conjunction with the NASCAR Sprint All-Star Race and desired additional excitement to engage key stakeholders and allow the brand to rise above the sponsor clutter.
