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Pennzoil

Pennzoil, America’s most trusted motor oil, offers a suite of the most technologically advanced motor oils on the market. For more than a decade, Coyne PR has championed this message by developing integrated programs that leverage innovative thinking, creative ideas, compelling content, proof points and strategic partners to put the spotlight on the brand’s technical prowess.

Pennzoil 1

To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo ...

... and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain a competitive edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons on the track which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation.

Pennzoil Joey Logano Garage Hotspot #1 — Pennzoil sought out unique ways to engage customers, media, and race fans at the Pennzoil 400. Thus, the Pennzoil Virtual Proving Grounds (PVPG) was born. The interactive hubs included a comedy show featuring Carrot Top, a workout with Pennzoil driver Joey Logano, a Team Penske garage tour and more. To drive traffic to the digital PVPG, Pennzoil leveraged motorsports influencers to unbox a tailgate kit on social. The kits included a No. 22 Ford Fusion RC replica car, race essentials and more! The tailgate kits also landed in the hands of customers, journalists, and fans via surprise giveaways on social.

Penzoil 1 — Spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics, Pennzoil partnered with the leaders in action-packed content – Red Bull. Leveraging extreme motorsports driver Bryce Menzies from Pennzoil’s impressive roster of athlete relationships, the brand gave a whole new meaning to the term “high noon” when they helped launch Bryce in his Pro 2 truck 379.4 feet over a New Mexico ghost town, breaking the Guinness World Record for longest truck jump.

Pennzoil 2 — Coyne PR create a nationwide initiative to encourage do-it-yourself oil changers to properly clean-up by recycling their used oil. The Clean Change campaign offered visitors important motor oil recycling tips and a “pledge” page for consumers to commit to continuing to properly “clean up” after changing their vehicle’s motor oil. The pledge page was brought to life at a Daytona Beach Wal-Mart where local residents brought in used oil, raised money for local boy scouts and met the driver of the Shell/Pennzoil car.

Pennzoil Hennesey — Since 2014, Shell, Pennzoil and Hennessey Performance have broken barriers, set records and with arguably their biggest venture to date – they co-engineered the next biggest thing in the automotive industry, the Venom F5. With Hennessey Performance, Pennzoil has traveled around the world to some of the largest and most prestigious automotive shows including The Geneva Motor Show, the SEMA Show and Pebble Beach Concours d’Elegance.

Pennzoil 400

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