HOUSTON -- Shell Oil Co. has announced an integrated marketing platform aimed at raising its brand profile with NASCAR fans on and off the track. NASCAR's 75 million fans are sure to take notice that Shell has made its way back into the world of NASCAR through a relationship with one of the best teams in motorsports, Richard Childress Racing (RCR), and fan favorite, Kevin Harvick, driver of the No. 29 Shell-Pennzoil car.
In October 2006, Shell announced a multi-year primary sponsorship with RCR and Kevin Harvick. The sponsorship gives the company an [image-nocss] opportunity to leverage the Shell and Pennzoil brands. Both logos will be featured on the No. 29 Shell-Pennzoil car driven by Kevin Harvick in their trademark yellow and red. The brands will also appear on other RCR cars including the No. 31 car driven by Jeff Burton and the No. 07 car driven by Clint Bowyer.
Participating Shell locations will feature a variety of in-store branding and merchandising. An interactive, life-sized cutout featuring a voice recording of Harvick is in stores to promote the No. 29 Shell-Pennzoil car's merchandise including special edition apparel exclusive to Shell locations, as well as novelties and collectibles. Shell locations will also have the opportunity to host a No. 29 Shell-Pennzoil car replica showcar to engage visitors and enthusiasts.
In addition to point-of-purchase materials, the new Limited Edition Shell Racing Gift Card features an image of the No. 29 Shell-Pennzoil car and can be purchased in a denomination of $25. Shell is also giving away FREE 2007 Nextel Cup Series race schedules at any of the more than 13,000 Shell locations across the country.
Shell is also leveraging this relationship outside of Shell locations. At the Daytona 500, Shell unveiled on February 14 the "Passionate Experts" experiential marketing tour. Featuring interactive exhibits, games and a chance for fans to be a star with Kevin Harvick in their own videos, the tour will visit 15 cities this spring including four markets hosting Nextel Cup races. Aimed at helping drivers make smarter choices at the pump, the tour will demonstrate the differences in fuel quality. Shell has developed special fuel engines to compare two gasoline products in a single engine under identical conditions. This dual fuel engine test offers the ability to run one-half of the engine on Shell gasoline, while the other half runs on low- quality discount gasoline.
Other tour features include a "Future of Energy" exhibit that provides a look into alternative energy resources, an educational display about biofuels, a video game to challenge other event visitors and a Shell Motorsports Heritage overview.
"Our plan with RCR and Kevin Harvick is pretty simple; have fun with our employees, wholesalers, retailers, distributors and customers through a sport we all love," said John Hofmeister, president of Shell Oil, Houston.
Later this year, a national advertising campaign is scheduled to run on national and cable networks. The 30-second TV ad depicts Kevin Harvick in a humorous on-the-road driving experience with two actors portraying Shell scientists.
Shell will make it possible for its network of more than 20,000 employees to get involved in the new relationship through a number of internal engagement programs. A sweepstakes will award a trip for two to the Daytona 500, a driving emersion at the Richard Petty Driving experience, a Shell Intranet feed of the Daytona 500, and visits from Kevin Harvick and Richard Childress. Also, Shell plans to distribute No. 29 Shell-Pennzoil car mementos to employees.
Separately, Findlay, Ohio-based Marathon Petroleum Co. LLC has announced that the company's sponsorship in the NASCAR Nextel Cup series is being moved to a new race team.
Marathon is proud to move our sponsorship to the No. 45 Petty Enterprises team, with driver Kyle Petty, said Mary Ellen Peters, senior vice president of marketing. The team is owned by Richard Petty, the man known as the King of NASCAR.' We believe this move provides a continued presence for Marathon in all of the remaining races this season.
The new sponsorship will begin with the Allstate 400 race at the Brickyard in Indianapolis.
In addition to the Brickyard sponsorship, the No. 45 car will carry the Marathon brand as the primary sponsor for four races: Michigan, Bristol, Richmond, and Atlanta. Marathon also will be an associate sponsor on the car for this season's remaining races.
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