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2020 Indy 500 Recap

104th Running of the Indianapolis 500 | August 2020

The 104th Running of the Indy 500 was shifted from its Memorial Day weekend date to August 23rd and after much discussion and positioning, the race was run with no fans in attendance. Access to the track, team, cars and drivers was highly restricted, eliminating virtually all previously planned activation.

Even so, the team rallied and put in place a robust activation plan to utilize all resources available to leverage this coveted sponsorship property. Members of Team Penske’s marketing team were vocal about the level of planned and executed activation by Shell V-Power NiTRO+ compared to other team partners.

Relive the virtual, visual and social media engagements that took place in the two week span that makes up the Indianapolis 500 event.

Celebrating Shell’s History at Indianapolis Motor Speedway

To celebrate the immense history Shell has had at the legendary speedway, we built a special tribute video leading up to the race. The video was shared on Yammer internally to: Shell US, WCK News, Comms & Updates, STCH News, Comms & Updates, Retail Global. A version of the video also received great engagement across social media.

Over the years, Shell has powered many motorsport victories. Tune-in this Sunday, for exclusive behind-the-scenes coverage as @JosefNewgarden chases his first #Indy500 win! @Team_Penske pic.twitter.com/uCmzrHT5Kf
— Shell Stations (@Shell_OnTheRoad) August 21, 2020

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Virtual Activation

Check out the highlights of the #Indy500 qualifying with @josefnewgarden & @team_penske! #ShellVPower pic.twitter.com/5kXbVmAXXP
— Shell Stations (@Shell_OnTheRoad) August 18, 2020

Even Champions like @JosefNewgarden enjoy snacking 🍫. Download the @FuelRewards App to save even more $ at the pump! ⛽️ #INDY500 @Team_Penske pic.twitter.com/4u1iNnfsRO
— Shell Stations (@Shell_OnTheRoad) August 18, 2020

Two-time INDYCAR Champion @JosefNewgarden will be taking over our Instagram stories this Sunday during the #INDY500 Qualifying! As we approach the big race, be sure to follow along for more exciting behind-the-scenes content coming your way. #ShellVPower @Team_Penske pic.twitter.com/0H8sh98B5R
— Shell Stations (@Shell_OnTheRoad) August 13, 2020

Helio and Josef stopped in for a FB live Q&A from fans across social media on Friday 8/21.

Photo Gallery

Top Social Posts

Over the years, Shell has powered many motorsport victories. Tune-in this Sunday, for exclusive behind-the-scenes coverage as @JosefNewgarden chases his first #Indy500 win! @Team_Penske pic.twitter.com/uCmzrHT5Kf
— Shell Stations (@Shell_OnTheRoad) August 21, 2020

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Tomorrow’s the big one... won’t be the same without the fans but it’s still 200 laps at the Racing Capital Of The World. Let’s. Go. New #ADMIT1 drops at 5pm ET - link in my bio. #INDY500 / #INDYCAR / @shell_ontheroad / @team_penske / @teamchevy / @oakleymotorsports / @brettkingdesign / @indycar / @indianapolismotorspeedway 📸✖️ @emotiveimage

A post shared by Josef Newgarden (@josefnewgarden) on Aug 22, 2020 at 1:31pm PDT

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#Indy500 #RELENTLESS @shell @shell_ontheroad @team_penske @teamchevy @oakleymotorsports @oakley @forzamotorsportofficial @brettkingdesign @indycar @indianapolismotorspeedway 🎥✖️ @dreamdigitalservices

A post shared by Josef Newgarden (@josefnewgarden) on Aug 10, 2020 at 1:05pm PDT

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That's a wrap on the 104th Running of the #Indy500. 🏁 5th - @josefnewgarden / @shell_ontheroad 11th - @heliocastroneves / @pennzoil 14th - @12willpower / @verizon #5GEdge 22nd - @simonpagenaud / @menardsracing #INDYCAR

A post shared by Team Penske (@team_penske) on Aug 23, 2020 at 2:48pm PDT

View magazine feature on josef newgarden →

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QUALIFYING Four of the most stressful laps in motorsports... can’t wait for it! Practice up this morning at 8:30am, Qualy starts at 11am. Both on @nbcsports gold! New #ADMIT1 just dropped too, link in bio. 🤙 #RELENTLESS / @shell_ontheroad / @team_penske / @teamchevy / @indycar / @indianapolismotorspeedway 📸✖️ @emotiveimage

A post shared by Josef Newgarden (@josefnewgarden) on Aug 15, 2020 at 5:18am PDT

.@josefnewgarden made some moves during lap 1 of the #Indy500.

Watch live now on @NBC. #INDYCAR // @IMS pic.twitter.com/ISbptmxkqU
— NTT INDYCAR SERIES (@IndyCar) August 23, 2020

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200 laps. 500 miles. 1 mission. No excuses... tune in on @indycaronnbc. Green flag at 2:30pm ET. #RELENTLESS / #INDY500 / #INDYCAR / @shell_ontheroad / @team_penske / @teamchevy / @oakleymotorsports / @forzamotorsportofficial / @brettkingdesign / @indianapolismotorspeedway / @indycar 🎥✖️ @blainefuhs x @vitopulverenti x @will.hendrickson x @dreamdigitalservices

A post shared by Josef Newgarden (@josefnewgarden) on Aug 23, 2020 at 6:17am PDT

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Can’t imagine how tough this decision must have been. It won’t be the same without everyone at @indianapolismotorspeedway, but one thing is for sure, it’s still the Greatest Spectacle In Racing. Tune in, tell your friends to tune in, post on social media and tell the world to tune in. Let’s make this the most watched race ever. #INDYCAR #RELENTLESS #Indy500 @shell @shell_ontheroad @team_penske @teamchevy @indycar @nbcsports @nbc 📸✖️ @emotiveimage

A post shared by Josef Newgarden (@josefnewgarden) on Aug 4, 2020 at 10:47am PDT

One of the most consistent runs of @CrownRoyal Armed Forces qualifying comes from @josefnewgarden.

This @Team_Penske driver is excited to see how the run holds up.#Indy500 | #INDYCAR pic.twitter.com/XXOfUI7hrc
— NTT INDYCAR SERIES (@IndyCar) August 15, 2020