Welcome
2017 Daytona 500 Activation Summary
Welcome
2017 Daytona 500 Activation Summary
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.
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.
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).
Social media word cloud.
#22andBeyond Top Tweet
RT for a chance to win a @JoeyLogano hat to celebrate @Shell_US/@Pennzoil #22andbeyond! Must RT by 5 p.m. ET on 2/24/17. pic.twitter.com/1RKoFvKeRw
— Team Penske (@Team_Penske) February 24, 2017
Influencer Highlights
Penske signs @JoeyLogano and Shell-Pennzoil to new deal @jennafryer #NASCAR #Daytona500 https://t.co/tYDj9S6C33
— AP Sports (@AP_Sports) February 24, 2017
.@Team_Penske announces a long-term sponsorship with @Shell for #22andbeyond #nascar pic.twitter.com/DYD6nBZrMt
— Lee Spencer (@CandiceSpencer) February 24, 2017
News analysis: @joeylogano's mega contract extension with @Team_Penske and @shellracingus. https://t.co/E79ZrAzo1d
— Jeff Gluck (@jeff_gluck) February 24, 2017
He's on a roll with @Team_Penske and @joeylogano is set there for the long haul https://t.co/Kf6mj93p8f pic.twitter.com/QbWsz4k3bT
— RACER (@RACERmag) February 24, 2017
Happy to have #22andBeyond on the No. 22 to celebrate today's @Shell_US/@Pennzoil & @joeylogano contract extension announcements.#Daytona500 pic.twitter.com/zbXZQe2CJu
— Team Penske (@Team_Penske) February 24, 2017
.@tomjensen100 shares his takeaways from @Team_Penske and @JoeGibbsRacing sponsor deals. #DAYTONA500 #NASCAR https://t.co/vabEL2IrtA
— FOX SPORTS: NASCAR (@NASCARONFOX) February 24, 2017
#NASCAR @Team_Penske extends deals with Shell, @JoeyLogano, Todd Gordon through 2022 and beyond https://t.co/TLAKGKE6WI via @NASCARTalkNBC
— Daniel McFadin (@danielmcfadin) February 24, 2017
ICYMI, I interviewed Roger Penske and senior exec at Shell about their #22andbeyond deal ahead of #Daytona500 https://t.co/3Rgbig1Fm2
— Maury Brown (@BizballMaury) February 26, 2017
With @joeylogano , Todd Gordon and Shell aboard seven more years, @Team_Penske continues quest for continuity. https://t.co/1hJtVERcNB
— brant james (@brantjames) February 24, 2017
A deeper dive into the success of the people that @Team_Penske just locked up long term. https://t.co/3CWGRe0993
— Nate Ryan (@nateryan) February 24, 2017
Team Penske secures Joey Logano and Shell with multi-year contract extension https://t.co/CO51PoGoqy via @motorsport#NASCAR
— Jim Utter (@jim_utter) February 24, 2017
#NASCAR: @Team_Penske extends deals with @joeylogano, crew chief Todd Gordon and @Shell. https://t.co/6e6fYVegsI
— NASCAR on NBC (@NASCARonNBC) February 24, 2017
Shell, @Pennzoil announce extended partnership with @Team_Penske. https://t.co/uTeDHq1ryD pic.twitter.com/ugmL3NVLCH
— Shell Oil Company (@Shell_US) February 24, 2017
.@joeylogano Signs Long Term Contract Extension With @Team_Penske & @shellracingus.
— Motor Racing Network (@MRNRadio) February 24, 2017
Details: https://t.co/2qyywX8rab#AskMRN pic.twitter.com/QAT6bvUCZV
Promoted Social Post Results
Impressions: 269,193
Engagements: 11,597
Estimated Audience: 38,000,000
.@Shell and @Pennzoil announce partnership extension with @TeamPenske for #22andBeyondhttps://t.co/GD2F5sgz1c pic.twitter.com/ZkefyCe6Y4
— Shell Racing US (@shellracingus) February 24, 2017
Impressions: 444,480
Engagements: 18,097
Estimated Audience: 7,000,000
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.”
Contact Us
Contact Us
Contact Us
Contact Us
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