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ISSUE:
In a three year long effort pulling some of the smartest scientific minds across the globe, Pennzoil developed one of the most technologically advanced motor oils in the world: Pennzoil Ultra. The task from the brand was to launch this innovative new motor oil to highly influential media creating interest and buzz in the months leading up to a strategically timed integrated product launch.
IDEA:
Coyne Public Relations developed a strategic multi-tiered campaign that leveraged all of the strengths of the Pennzoil brand, timing media coverage to the big launch date.
Leveraging one of Pennzoil’s greatest assets, its technological partnership with Richard Childress Racing, Coyne Public Relations hosted two bi-coastal events offering top motorsports, industry, trade and automotive enthusiast media a special day with both information and a one-of-a-kind motorsports experience. These key influencers were also afforded an exclusive opportunity to receive the new Pennzoil Ultra product for a first-hand experience of its performance.
To build additional excitement prior to launch, Coyne Public Relations took the Ultra show on the road and scheduled strategic desk side media meetings with highly influential automotive media. Pennzoil technical experts and brand spokespeople were tapped to tell the Pennzoil Ultra technology story to this highly select influential media in Detroit and New York.
To create online buzz about a possible industry-changing product coming from Pennzoil, Coyne Public Relations seeded photos of a “Top Secret” image to online influencers to build additional excitement. The Coyne team also coordinated a consumer facing Pennzoil expert Q&A to address pre-launch intrigue through a top influence online media outlet to bring clarity to some of the new product rumors while also feeding additional interest.
IMPACT:
With news of Pennzoil Ultra breaking in synergy in both traditional and online media according to plan, the launch of Pennzoil’s revolutionary motor oil was a great success!
Sixty guests representing more than 70 outlets were in attendance at both events, and lauded the creative approach of disseminating the information about the new motor oil. On launch date, news began to pop in targeted media, citing members of the Pennzoil technical team as technological authorities and detailing the new Pennzoil Ultra story. Additionally, over 100 cases of Pennzoil Ultra motor oil were seeded to this influential media group.
Equally as important, the “Top Secret” image and Pennzoil expert Q&A online drove the news virally and resulted in overwhelming consumer buzz online spurring thousands of posts by fans to automotive forums and trade sites expressing their excitement and anticipation to try the product.
The news of Pennzoil Ultra continues to make the media’s engine purr, as Pennzoil Ultra has garnered more than 500 placements resulting in nearly 25 million impressions to date.
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Automotive Case Studies
