2018 Pennzoil Performance Influencers

3 Events | August - October, 2018

Pennzoil is involved in some of the most diverse and challenging forms of motorsport in the world. Far from a simple sponsorship, the products are used naturally through technical partnerships with some of the leading teams in each sport. With a diverse roster of leading content creators around the country and an equally diverse set of events to attend, we set out to accomplish the following:

1. Provide leading content creators un-attainable access to sport through partnerships.

2. Generate organic, authentic content for Pennzoil that demonstrates the true competitive advantages without forced messaging.

3. Distribute that content to audiences with the highest engagement levels on YouTube, Instagram and more.

We have organized the metrics from the total campaign, as well as more insight from each event below.

Event 1 | IMSA at Road America | August 2-5, 2018

The first of three 2018 DIY Digital influencer experiences took place at Elkhart Lake, WI, home of the famous Road America road course. Road America began in 1948 through the streets and countryside of Elkhart Lake, then the purpose built four-mile Road America, North America’s largest road course, was built in 1955. Famous drivers from around the world have raced and won at Road America cemented is place as one of the all-time great racing tracks of the world.

This experience was offered to our four digital influencers for three main reasons.

1. This road course is a very historic race track that hosted the IMSA sports car classes, including the Acura Team Penske Prototype cars and the BMW Team Rahal Letterman Lanigan GTLM cars

2. Both of the engines use off the shelf 0W-40 Pennzoil Ultra Platinum

3. The sports car fan base is a more upscale, premium oriented demographic that aligns with our synthetics. Same with the followers of the invited influencers

Event 2 | NASCAR at Charlotte | September 28-30, 2018

We hosted 4 influencers for the NASCAR weekend and showed them the difference Pennzoil makes for Team Penske in NASCAR, offering an opportunity to showcase the depth of the Pennzoil and Team Penske partnership.

From an exclusive tour of the Team Penske facility, to jumping in the simulators with professional driver of the #22 Shell-Pennzoil Ford Fusion Joey Logano, to celebrating in Victory Lane with race winner Ryan Blaney, it’s safe to say the influencers got the ultimate experience. Check out below for their own words and content.

• Gain a behind-the-scenes look at the Team Penske garage and facility

• Experience the first-ever Cup road course (ROVAL) held at Charlotte Motor Speedway

Event 3 | Charlotte NHRA | October 12-14, 2018

We brought along Eric Cook for an intimate, all-access experience to NHRA at its finest in Charlotte, NC. With a full media credential and behind-the-scenes access with Don Schumacher Racing, Eric was able to get a complete look at the impressive technical partnership Pennzoil has in one of the most demanding forms of motorsport.

Eric connect with Leah Pritchett and Matt Hagan to get a first-hand understanding of what it takes to perform and succeed at the top level. Matt is excellent at explaining what all is involved from the driver and team perspective. Leah invited Eric to ride in the tow car to chat further in a more quiet setting. 

Saturday night, we took Eric to dinner at the Speedway Club over at the Speedway oval. There, we were able to recap and digest the day’s activities and strategize what content to showcase to his audience. Main goals of the weekend were:

• Capture the perspective from the mechanics who rebuild and prepare the Nitro cars from front to end, and mentioning the critical roll that engine oil plays.

• Engage the influential DIY audience by providing exclusive off-broadcast content of the engine and oil engineering in NHRA.

• Offer an introduction to NHRA as a sport and highlight the symmetry between the DIY audience and the sport.