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May 24-26, 2024 | Indianapolis, IN | 108th Running of the Indianapolis 500

Josef Newgarden and the No. 2 Shell Powering Progress Chevrolet team won the 108th Running of the Indianapolis 500! The massive win capped off a month full of activity, all centered around the Powering Progress campaign featuring sustainability and the use of 100% renewable race fuel.

We activated several events, including an intimate media day on May 17th where Shell and Pennzoil announced Pennzoil’s RRBO formulation, extensive downtown branding, enjoying the famous Indy 500 parade, a customer panel, VIP experiences at the race, post-race gatherings and of course - the win celebrations!

A few key highlights from the month…

• On Sunday, IMS hosted the second-largest crowd for the Indianapolis 500 in more than two decades with estimates exceeding 325,000.

• NBC announced their Indy 500 race coverage averaged 5.34 million viewers, an 8% increase from 2023 and a 10% rise from 2022. Viewership peaked at 6.46 million viewers, and it was the most-streamed INDYCAR race ever, with an average minute audience of 286,000 viewers. Additionally, we experienced record merchandise sales, up 11% from 2023 and 5% from the 100th Running.

• Josef Newgarden became the sixth driver to earn back-to-back victories in the Indianapolis 500 and the first since Helio Castroneves achieved the feat for Team Penske in 2001-02. Newgarden also became the 11th two-time winner of the Indianapolis 500.

• The on-track action was exhilarating. The last 15 laps kept fans on their feet as Josef, Pato, Rossi, and Dixon battled for the lead. There were a total of 642 passes, the highest number in the last seven years.

Internal communication and promotion

Weeks before the event, we developed promotional materials for the team to leverage as part of their invitations to attendees. The final materials were included in guest communications the week of the race.

Pennzoil Announces RRBO

The weekend before the Indy 500, Shell, Pennzoil and INDYCAR unveiled a new Pennzoil racing oil using a cutting-edge re-refined base oil (RRBO) to deliver top engine performance with less greenhouse gas emissions.

INDYCAR teams tested and approved the use of the new lower carbon racing oil during the Indy Grand Prix, practice and qualifying sessions leading up to the Indy 500, and will continue to use it throughout the remaining 2024 NTT INDYCAR Series events.

Celebrating 40 Years of the Yellow Submarine with Rick Mears

2024 is the 40th Anniversary of the first Pennzoil “Yellow Submarine” win with Rick Mears

The Yellow Sub driven by Scott McLaughlin has wide historical significance connected to racing legend Rick Mears. This year, we had Rick surprise Scott McLaughlin with a red firesuit to match the one he wore for the Yellow Submarine’s first-ever Indianapolis 500 win 40 years ago.

Shell Brand Activation

Powering Progress Paint Scheme

Josef Newgarden’s No. 2 Powering Progress Chevrolet must be good luck, because it returned to victory lane for the second year in a row.

Downtown Indianapolis Branding featuring the Powering Progress Campaign

Continuing the success from last year’s out of home campaign in downtown Indianapolis - Powering Progress creative was spotted throughout downtown and on billboards along key motorways.

Everybody Forward Campaign, continued

The Shell Brand Team decided to extend the excitement around the 2023 Indianapolis 500 win and to continue the Everybody Forward campaign into the Month of May 2024.

The paint scheme on the No. 2 car was secured and a number of agencies went to work to plan activation across paid, earned, owned and social platforms to make sure the Shell message was visually maximized. The pre, during, and post-race elements came together seamlessly through TV broadcast, OOH, airport takeovers, multiple media opportunities, the No. 2 car on Wall Street and many other amazing elements culminating with a second consecutive Indy 500 victory!

Engagement with Local Shell Eco-Marathon Team

Josef Newgarden hosted students from Greater Racing/Greater Lafayette Career Academy from nearby Lafayette, Indiana at the Indianapolis Motor Speedway to discuss Shell biofuels in their particular racing applications.

Pre-event media placement on the today show

Pre-event Social Media Coverage

Shell Mobility: The Performance Tour

The SVPN+ Performance Tour provided a platform to educate and immerse racegoers in Shell’s winning heritage, performance, and innovation. Through weekend events and special promotions, we created a unique opportunity to interact with racing’s most die-hard fans and show Shell’s innovative fuel, scientists, and technology.

On-site we provided live demos, promotional spin-to-win giveaways, a Josef Newgarden appearance, an influencer autograph session, and a Shell scientist to go deeper into Shell’s 100% performance-robbing deposits for an estimated 5,000—6,000 racegoers. Inside the SVPN+ Performance Tour include additional Performance Unbound creatives, reaction game, live demos, and Shell motorsport hallmarks that highlight Shell’s winning heritage.

Station Visits with Josef Newgarden

On May 9th, Josef made an appearance at an Indianapolis Shell Station to help build excitement with surprise and delight for fans. We captured surprised reactions as Josef handed out gas cards, diecasts, and even Terrace Tower Indy500 raceday tickets. Additionally, we captured Josef delivering SVPN+ messaging thanking guests for fueling up with Shell.

Influencer Engagement

To carry out SVPN+ and Performance Unbound creatives, we partnered with three industry-leading content creators to help develop successful storylines. These storylines included discussing Shell’s winning race heritage, innovation, and partnerships through motorsport. Primarily, influencers focused on discussing the unique storyline that Shell’s experts powering all competing vehicles in the INDYCAR Series with 100% renewable race fuel are the same technical experts creating the industry-leading formulation of SVPN+.

The three influencers—ChrisFix, itslifeofannie, and TheGentlemanRacer—were all provided exclusive and up-close access throughout the entire Indy500 weekend. Providing this rare access gave the creators an opportunity to create behind-the-scenes SVPN+ storylines.

Three Days in the Life of Josef Newgarden

This year, Josef’s popularity and fan passion was on display at Indy as the defending race champ. We captured Josef as he genuinely interacts with fans at the Penske merchandise hauler, during IndyCar autograph sessions, visiting the Performance Tour trailer, participating in the pit stop challenge, and ultimately winning his second Indy500.

Three videos were produced—one for Carb Day, Legends Day, and Sunday race day. Throughout the behind-the-scene videos, Josef was captured interacting with fans and sharing his view of the intense preparation it takes each day to win the Indy500.

This series will be leveraged as follow up to the race week.

Powering Progress Customer Panel with Leadership and Team Penske

Private Dinner at St. Elmo’s Steakhouse

St. Elmo’s Steakhouse is a legendary Indianapolis institution as full of history as the Speedway itself. We hosted guests at a private dining experience Saturday evening.

Riley Green Concert

For some fun outside of racing, we treated guests to tickets to the concert on Saturday night.

Grid Access at the Greatest Spectacle in Racing

Our group got to access all the best and most exclusive experiences the Indy 500 had to offer. We facilitated safe and controlled visits to the pit lane and grid and had unique access to the Indianapolis Motor Speedway thanks to the ever-expanding business relationship with Penske Corporation.

Victory Lane with Josef Newgarden

Our group got to celebrate right alongside the team in one of the most famous victory lanes in the world. Right after watching Josef cross the bricks, we went right over to be with the team and take photos together.

Post-Race Victory Toast at the Hotel

After a full day at the race track and celebrating with the champ in victory lane, we continued the celebration with a themed party room and champagne toast upon returning to the hotel. The toast was anchored by Mobility leader, Renee Power. We celebrated a couple of special birthdays and tuned into NASCAR’s Coca-Cola 600.

Josef Newgarden Wins the 2024 Indy 500 for the Second Consecutive Year!

With the shell Powering progress Chevrolet

The 108th running of the Indianapolis 500 ended in a final lap pass for the win that propelled Josef Newgarden and the No. 2 Shell Powering Progress Chevrolet team to the Winner’s Circle to celebrate Newgarden’s second consecutive Indy 500 win and Team Penske’s record-extending 20th triumph.

Post Win Media Tour

Visiting the Nasdaq

Josef Newgarden and three representatives from Shell visited the Nasdaq MarketSite in Times Square to ring the opening. Also celebrating the occasion was an Indy 500 themed showcar in Times Square for photos and fan engagement.

Josef Newgarden on the Pat McAfee Show

Social Media coverage