Pennzoil ultra Victory Challenge

Client: Pennzoil

Overview

Pennzoil Ultra had a fully sponsored car (a.k.a. “primary paint-out”) at the All-Star Race, but wanted additional excitement to engage key stakeholders and allow the brand 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 SPEED partnered to create the Pennzoil Ultra Victory Challenge (a.k.a. “Burnout Contest”).

• A unique, entertaining, proprietary event to Pennzoil which connects brand with broad base of race fans beyond its RCR team sponsorship.
• Attracted top NASCAR drivers Kevin Harvick, 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.
• Media value of $400,000+ 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
• 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