Pennzoil Platinum Victory Challenge

Client: Pennzoil Platinum

Overview

Pennzoil Platinum desired a “home run” in their promotional portfolio for customers, consumers, sales force and employees to rally around. They had a fully sponsored car (primary paint-out) at the All-Star Race, but wanted some additional excitement to engage and entertain key stakeholders.

Challenge

Create a Signature Event for client at NASCAR All-Star Race.

Solution

The NBA has the Slam Dunk Contest. Sport Dimensions and Lowe’s Motor Speedway partnered to create the Pennzoil Victory Challenge Burnout Contest.

• A unique, entertaining, proprietary event to Pennzoil
• Participants included top NASCAR drivers Kevin Harvick, Jimmie Johnson, Kyle Busch, Greg Biffle and Clint Bowyer.
• Connected brand with broad base of fans beyond its race team sponsorship.
• Unique on-site access and experiences allowed Pennzoil to develop incentive contests and reward two key customers with “ride-alongs” allowing them to participate in the event.
• SPEED TV and USA Today columnists were “ride-along” participants helping to generate additional event coverage.
• Live coverage of event on SPEED TV allowed Pennzoil to reach fans beyond the track.
• Created focused Pennzoil branding zones in the Sprint Cup and Nationwide Garages at Lowe’s Motor Speedway. This marked the first time Garage branding was allowed at LMS.
• Onsite Display Space and Street Teams engaged with fans at track.
• Generated media value of $200,000+ through TV, radio, print and online event coverage.

Related Video

Kevin Harvick Pennzoil Victory Challenge Invitation

Related Services

• Sponsorship Consultation
• Contract Negotiations
• Program Development
• Integrated Communications
• Creative Services

Related Coverage

• Smoke show: RCR's Kevin Harvick wins Pennzoil Victory Challenge
• Darrell Waltrip to participate in Pennzoil Victory Challenge
• Ol' D.W. joins the fray for Victory Challenge at LMS
• Biffle 'smokes' competition in first burnout challenge
• CUP: Fab Five Set To Burn Rubber
• What better way to celebrate a win? Lay down some postrace rubber
• Biffle's burnout win benefits charity
• Video: Got Game Extra: Kelli Rides!