2022 Activation Summary

Shell Lubricants leveraged various included motorsports assets to enhance the value provided to Advance Auto Parts throughout 2022. The campaign consisted of multiple promotions, activations, content campaigns and leadership events. The year started with capturing content at a production day in early 2022 where we shot all needed promotions for the different activities:

• Leverage existing assets that did not require additional resources to activate

• Maximize value out of planned production days

• Led the team’s strategy around the 2022 Father’s Day Promotion to drive sales for Pennzoil Synthetic products at AAP locations

• Plan a corporate and leadership event for AAP and Pennzoil

• Reward winners of the Father’s Day Promotion with a VIP experience at NASCAR in Las Vegas

Promotion Summary

We developed this promotion concept with channel marketing in 2021 by designing it around assets that were available to use at no additional cost. The core concept was to drive Pennzoil Synthetic sales at AAP locations in all eight regions and incentivize the store and district managers to promote Pennzoil over the competition.

To “promote the promotion,” we designed and produced 9 distinct videos during a production day in early 2022 with Shell partners: Team Penske and John Hennesey. These videos were shared across various channels to drive excitement for the promotion running from May 26 - June 30.

The promotion generated massive interest and resulted in 40 winners from across the eight AAP regions. The winners experienced a VIP, all-inclusive weekend in Las Vegas for the October NASCAR race.

Promotion Reward at the South Point 400 NASCAR Race

October 14-16, 2022 • Las Vegas Motor Speedway

As for the reward, we hosted 27 guests from Advance Auto Parts in Las Vegas for the first race of the Round of 8 NASCAR playoffs. Our guests enjoyed the beautiful weather and ambiance at Resorts World Hotel & Casino, their host hotel for the weekend. Our first official event was a private dinner at Carversteak where Holly and Nacho from Pennzoil welcomed and congratulated all weekend guests.

The race was full of excitement and ended with a trip to victory lane after we saw #22 Shell-Pennzoil driver Joey Logano come back to win and secure his place in the Championship 4. Feedback from the event was ecstatic and captured in the survey results below.

“I appreciate all the hard work and planing on this successful event. Hotel stay was a very great experience, my first time to Las Vegas and I had a blast! Hospitality was amazing, Dinner was delicious, and the staff was on top of it with wonder customer service. The Penske team was passionate and very knowledgeable, also cared of what we had to say on how we won or what challenges we had while the contest happened.

My first time watching a NASCAR Race, I became a fan of NASCAR this weekend! I’m very motivated on keeping my store’s numbers up throughout the year and increasing them even more on the next contest! I would love to see numbers if possible on what we sell quarterly. I want to support Penske and be successful by sharing with my whole team on our partnership with Penske & AAP.

My first day back and I have shared the excitement of this weekend, partnership, our plan on becoming one of Penske biggest supporting store.I plan on ordering and keeping lots of Pennzoil products in the backstock. I’m almost out to a normal maxi from my last order, this week I’ll focus on replenishment. During our contest I painted the whole store with Pennzoil products, I had them on our counters, checkout counters, the store glowed in yellow!!

I became so passionate and could not wait to see our results. This trip has recharged me with even more passion. As a thank you for what you guys done for all of us, we will push sells as if the contest was still going on today! Thank you so much for your kindness and getting us to the race safe.”

- Hector Mancia, Advance Auto Parts

Pennzoil 150 at the Brickyard

July 29-31, 2022 • Indianapolis Motor Speedway

At the end of July, customers joined Pennzoil to enjoy the Pennzoil 150 at the Brickyard weekend. It was a VIP experience featuring police escorted transportation, private dining at the legendary St. Elmo steakhouse, multiple driver meet & greets, victory lane visits, a private tour of the IMS Museum Basement Collection and of course front row seats to INDYCAR and NASCAR all weekend.

✅ “Seeing the effort that the brand puts into its own people and those associated with it gives me a deeper respect for the brand. "Pouring into your people and your team, creates lasting results and relationships that become lasting rewards for all involved"

✅ “I always liked the product now I know it starts with their people.”

✅ “Best trip I ever had, [I] was treated like royalty.”

✅ “Great experience. The level of care and attention to detail was impressive.”

✅ “It was really nice to experience the race with a smaller group.”

✅ “I think the event was hosted and managed excellently. There's honestly nothing that anyone could have done better in my opinion.”

Organic Social Media Capture

At no additional cost and with no additional paid support, we took the internal Pennzoil brand team behind the scenes to capture the excitement of a full race weekend. We shared the experience straight from our POV to our fans’ and customers’ POV to excellent organic engagement.