Pennzoil and Live Nation are releasing the next installment of the Garage Session series starring country singer Dylan Scott.
The deal helps the motor oil company embrace the strong bond between music and cars. The two companies launched the content series in 2016 and continued last year.
The six performances last year totaled more than 1.6 million views, far surpassing the 2016 views by 727,500.
“We understand that consumers don’t watch content on just one platform so we had the Pennzoil Garage Sessions series available on a microsite, Facebook and YouTube — all destinations where consumers naturally go online,” says Bobbie Cumpston, North America marketing manager, Pennzoil.
In this Garage Session, Scott explains how his experience of being at the track gives him the similar feeling of freedom that he feels walking out on stage every night. The singer was able to mesh his love of cars and music at the Pennzoil 400 NASCAR race at Las Vegas Motor Speedway this past March.
Pennzoil has been celebrating the inherent connection between music and cars for years, Cumpston tells Marketing Daily.
“Whether it’s the moment your favorite song comes on the radio, or the soundtrack to your road-trip that has you singing along as you put miles on the clock, we feel that connection, and we know our customers feel it, too,” Cumpston says.
The first video in the series features Scott as he performs in the Pennzoil #22 Race Team Garage at Las Vegas Motor Speedway during the inaugural Pennzoil 400 race weekend March 4.
“As a continuation of the content series, this episode of the Pennzoil Garage Sessions is intended to celebrate the intrinsic connection between cars and music and focus on our artists’ personal car stories,” Cumpston says. “This episode will celebrate this connection, but in the environment of NASCAR, bringing to life the world of automotive exhilaration.”
Also back by popular demand, Pennzoil will host one fan-facing promotion alongside the Pennzoil Garage Sessions series awarding one consumer with a VIP flyaway experience to a Live Nation concert or festival of their choice. Over the past two years, the contests jointly garnered more than 215,000 entries.
The effort has a broad target audience.
“The beauty of the Pennzoil Garage Sessions series is that everyone can enjoy the videos whether they are a car lover, music lover or both,” Cumpston says. “Unique to this year’s Pennzoil Garage Sessions series is that we will feature artists from an array of different music genres having something for everyone.”