Issue:Coyne PR needed to steer Pennzoil clear of the sponsor-cluttered motorsports racing environment and drive them ahead of the competition during race week.

Idea:Coyne PR developed the Pennzoil Change for Charity program, a magnet event template to activate in key race markets throughout the season. Pennzoil Racing, led by a driver or crew chief, along with an honorary “Jiffy Lube” crew, competed in an attempt to break and set the world record for the most oil changes in one hour. Each oil change was free to the public, with Pennzoil donating the cost of each oil change to a local charity. The Pennzoil Change for Charity event toured the country, establishing an internal battle between Jiffy Lube locations for the coveted honor of holding the world record.

Impact:The Pennzoil Change for Charity events drove hundreds of cars to participating Jiffy Lube locations across the country. National media coverage included ESPN’s “Sports Center” to an Associated Press photograph that ran in newspapers across the country, and the events dominated local media coverage during race week.