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Welcome


2017 Daytona 500 Activation Summary

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Welcome


2017 Daytona 500 Activation Summary

Joey Logano leads the pack in his #22 Shell-Pennzoil Ford.

Joey Logano leads the pack in his #22 Shell-Pennzoil Ford.

About the Event

The Daytona 500 is a 500-mile-long motor race held annually at Daytona International Speedway in Daytona Beach, FL. It is the first race of the Monster Energy NASCAR Cup Series.

Attendance for 2017 sold out at 101,500 on race day. Fox announced this year's broadcast had a rating of 6.6, with an average viewership 11.922 million. The rating was equal to last year, although average broadcast audience in metered markets was up 5%. 

Not only was excitement high for the 2017 season to begin, Shell-Pennzoil and Team Penske also held a press conference on Friday, February 24 announcing an unprecedented partnership extension that was covered by national media outlets.

 
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Earned Media Results


Earned Media Results

Earned Media Results


Earned Media Results

Earned Media Metrics Overview

 

The media event held on the Friday before the Daytona 500 generated tremendous interest across multi-media platforms on a national and local level. With over 45 digital placements generating 647+ million media impressions, some of the nation's most influential outlets covered the story. Click below for a sampling of the most popular digital articles, including two video broadcast segments from Fox News and CNBC.

 

National Broadcast

FOX Sports 1 broadcast a 3 minute segment on national television discussing how Shell-Pennzoil and Team Penske signed a multi-year partnership continuation through 2022 and beyond. Live from the track and in the studio, FS1 anchors discussed the many benefits of having a long-term partnership between a driver, their team and their sponsor.

“Partnerships, not sponsorships. No longer is NASCAR racing about a sponsor slapping its name on the side of a car and hoping to sell more widgets. Now, it’s about complex, all-encompassing business-to-business relationships. Penske relies on Shell lubricants and fuels in its fleet of almost a quarter of a million trucks. Conversely, Shell uses motorsports to make better petroleum products.”


Local Broadcast

News of the Shell-Pennzoil and Team Penske extension announcement was covered by select local broadcast stations in the Florida and North Carolina markets.

WGHP (FOX) - Greensboro, NC

Local Market Viewership: 11,400

Local Publicity Value: $136.89

Bay News 9 - Tampa Bay, FL

Local Market Viewership: N/A

Local Publicity Value: N/A

WCCB - Charlotte, NC

Local Market Viewership: 10,333

Local Publicity Value: $1,831.50


Industry and Trade

Following the press conference, a press release announcing the extension was distributed to industry/trade publications. Influential outlets in the aftermarket vertical garnered the news an additional 141,500+ impressions.

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Social Media Results


Social Media Results

Social Media Results


Social Media Results

Organic Social Media Reach

Since the announcement on February 24, there have been 583 mentions of the hashtag  #22andBeyond  on social media (Twitter and Instagram).

Since the announcement on February 24, there have been 583 mentions of the hashtag #22andBeyond on social media (Twitter and Instagram).


Social media word cloud.

Social media word cloud.

#22andBeyond Top Tweet

Influencer Highlights

 
 

With the boss man Mr. Penske after signing our new deal! 📄🖋 #22andBeyond

A post shared by Joey Logano (@joeylogano) on

Promoted Social Post Results

Facebook

Impressions: 269,193

Engagements: 11,597

Estimated Audience: 38,000,000

Twitter

Impressions: 444,480

Engagements:  18,097

Estimated Audience: 7,000,000

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Guest Experience


Guest Experience

Guest Experience


Guest Experience

 

90 guests from around the world joined us in Daytona for experiences that went well beyond the track.

They called the newly refurbished High Bank Suites their basecamp at the track for the weekend, with remarkable Turn 1 views and indoor/outdoor comfort. A special appearance by Joey Logano on race day made for a unique experience to hear all of the preparation that goes into the team's performance. With nearly unanimous excellent marks gathered from a post-event satisfaction survey, we look forward to hosting again at next year's event.

 
My son and I have been to around 70 cup races including two prior [Daytona] 500’s. He made a comment on our way home that this was the first race that he felt like he was apart of the event rather than just a spectator. Thanks again for all the hospitality.
— Shell Guest
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Contact Us


Contact Us

Contact Us


Contact Us

 

To learn how you can leverage Shell's performance assets to their fullest extent, fill out the form below and we will be in touch with you soon.

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Copyright of Shell International. Metric support from Coyne PR and MediaCom. Site produced by Sport Dimensions.