Live Nation, Shell Oil Team For Pennzoil Marketing Campaign
July 6, 2015 at 12:37 PM (PT)
LIVE NATION ENTERTAINMENT and SHELL OIL PRODUCTS have entered a marketing alliance for SHELL to become the official fuel sponsor and PENNZOIL to become the official lubricants sponsor at eight of LIVE NATION's amphitheaters across NORTH AMERICA.
PENNZOIL will extend its collaboration with LIVE NATION, which began in OCTOBER 2014 with BACKSEAT PASS, a video series on a custom-designed site with musical artists performing a song in the backseat of a moving vehicle. The footage is captured by LIVE NATION and distributed for fans on a PENNZOIL-branded microsite that also features a fan-facing promotion, awarding a lucky fan with a VIP flyway experience to a LIVE NATION festival of his or her choice and content highlighting PENNZOILl's new product technology.
As the official fuels and lubricants sponsors of eight LIVE NATION venues in NORTH AMERICA, SHELL and PENNZOIL will have naming rights on VIP pavilion decks and parking lots. LIVE NATION will create programs centered around the PENNZOIL "Make the Switch" campaign to engage consumers to sign up for the FUEL REWARDS program.
LIVE NATION will secure major music artists, including ZAC BROWN BAND, to participate in exclusive promotions, including the opportunity to win a trip to see them in concert as well as meet-and-greet prizes with the band in 20 different cities. This, among other artist associations, will run across SHELL RETAIL branded media channels and offer a total of 200 artist experiences for consumers and key customer account hospitality.
"Through our collaboration with PENNZOIL and MEDIACOM, we have the opportunity to provide a unique vantage point for a live musical performance — the backseat of a car," said LIVE NATION SVO Digital Sales JEREMY LEVIN. "BACKSEAT PASS POWERED BY PENNZOIL does just that — it powers the performance and allows us to share exclusive content online from an out-of-the-box location featuring today's favorite artists."
PENNZOIL will run eight all-new installments this year in addition to the four episodes that ran in 2014. Acts for 2015 include OK GO and PLAIN WHITE T'S along with emerging talents like MADILYN BAILEY. Fans will be able to sit back, buckle up and watch these performances that are recorded from inside a customized SUV while cruising through LOS ANGELES. Go to www.pennzoilbackseatpass.com for more.