Pennzoil, Live Nation Extend Alliance

Pennzoil and Live Nation Entertainment are extending their strategic marketing alliance for two more years. 

While the partnership last year produced the Backseat Pass videos, which were filmed in a vehicle, the new content series will bring up-and-coming artists back to their roots by filming in a garage. 

The series will feature stripped-down performances by six emerging artists: Jon Pardi, Son Little, LOCASH, Drake White, A Thousand Horses and one more to be announced in the fall. 

Each video will capture the themes of pushing limits, chasing innovation, breaking barriers and the roles music and cars play across these elements. “Garage Sessions” will be distributed on the Pennzoil Web site, which also features a fan-facing promotion, a VIP flyaway experience to a Live Nation concert of their choice.



“The most important thing for Pennzoil, is to celebrate its love of cars, and music is just a natural fit,” says Doug Kooyman, Pennzoil global brand director. “Who hasn't tapped their fingers on the steering wheel while listening to their favorite song driving down the road?  Pennzoil's relationship with Live Nation is all about real performance whether it's watching a live music performance or keeping your car performing so you can listen to those tunes on your journey.” 

The partnership thus far has resulted in 5.22 million-plus total content views for Backseat Pass, which far exceeded the goal of 1 million views, Kooyman tells Marketing Daily. There were more than 75,800 entries to the Backseat Pass Sweepstakes over a 12 week period which also exceeded expectations.

“We want to connect with consumers at their passion point and not everyone is into Formula One or NASCAR or some of the other sponsorships we engage with,” Kooyman says. “Live Nation allows us to connect with these consumers in a way that's meaningful and relevant. We found our relationship with Live Nation touched an emotional point within consumers which is always good for marketing but also provided practical benefits in terms of our promotions with our key retailers and distributors.”

Pennzoil will also be the exclusive lubricant product category sponsor of eight Live Nation Amphitheater venues including PNC Music Pavilion - Charlotte, NC; Irvine Meadows – Los Angeles; Hollywood Casino Amphitheater – Chicago; BB&T Pavilion – Philadelphia; Shoreline Amphitheater – San Francisco; Gexa Energy Pavilion – Dallas; Lakewood Amphitheater – Atlanta and Molson Canadian Amphitheater – Toronto, Canada.

In addition, Live Nation will provide artist experiences with country music favorite, Rascal Flatts, which include a VIP acoustic set and band Q&A session. The alignment with Rascal Flatts was secured to enhance the consumer experience as well as to announce the new Pennzoil relationship with Bridgestone Retail Operations. The use of the band’s name and likeness will be leveraged through various consumer-facing promotions online and at BSRO tire and automotive service centers nationwide, as well as internal contests at BSRO to drum up excitement among employees.

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