LOS ANGELES, July 6, 2015 /PRNewswire/ -- Live Nation
Entertainment and Shell Oil Products US today
announce a marketing alliance for Shell to become the official fuel
sponsor and Pennzoil to become the official lubricants sponsor at
eight of Live Nation's amphitheaters across North America. As part of this relationship,
the Pennzoil brand is extending its collaboration with Live Nation,
which began in October 2014 with
Backseat Pass, a video series on a custom-designed site with
musical artists performing a song in the backseat of a moving
vehicle, bringing to life the natural connection between music and
cars in a compelling way. The footage of artists performing is
captured by Live Nation and distributed for fans on a
Pennzoil-branded microsite (pennzoilbackseatpass.com) that also
features a fan-facing promotion, awarding a lucky fan with a VIP
flyway experience to a Live Nation festival of his or her choice
and content highlighting Pennzoil's new product technology.
Along with the continued excitement of the web series, the Shell
and Pennzoil brands are aligning with the power of live music to
create unique experiences for consumers and fans at select Live
Nation venues.
"Over the past few years, Pennzoil has created an expanding
footprint in the music category, enhancing fan passion for cars and
music along the way. In 2015, together with Live Nation, Pennzoil
will continue on their journey to take musical performances to the
next level," said Doug Kooyman,
Pennzoil Global Brand Director. "Live Nation is always evolving the
consumer music experience, making the collaboration a perfect fit
for the Pennzoil brand that has built their own reputation for
pushing the limits of innovation. With Pennzoil having a reputation
of pushing the limits of innovation, it's easy to see why this
collaboration is a perfect fit."
As the official fuels and lubricants sponsors of eight Live
Nation venues in North America,
Shell and Pennzoil will have naming rights on VIP pavilion decks
and parking lots, providing impactful and relevant places to engage
consumers throughout the summer, the unrivaled season for music.
Live Nation will create exciting programs centered around the
Pennzoil "Make the Switch" campaign e-launch of Shell V-Power Nitro
Plus premium gasoline, and the Fuel Rewards® program, creating
premium experiences for consumers connecting them closer to top
live performance. By leveraging these music assets, Pennzoil and
Shell will amplify each brand's respective campaigns and drive
incentives to engage consumers to sign up for the Fuel Rewards
program.
On top of unique onsite engagements in each of the select
amphitheaters, Live Nation will secure major music artists,
including GRAMMY award-winning Zac Brown
Band, to participate in exclusive promotions. The program
will include the opportunity to win a trip to a Zac Brown Band concert as well as meet-and-greet
prizes with the band in 20 different cities. This, among other
artist associations, will run across Shell Retail branded media
channels and offer a total of 200 artist experiences for consumers
and key customer account hospitality.
"Through our collaboration with Pennzoil and MediaCom, we have
the opportunity to provide a unique vantage point for a live
musical performance — the backseat of a car," said Jeremy Levine, SVP of Digital Sales for Live
Nation. "Backseat Pass Powered by Pennzoil does just that — it
powers the performance and allows us to share exclusive content
online from an out-of-the-box location featuring today's favorite
artists."
The "Backseat Pass Powered by Pennzoil" series
re-launched April 15. Pennzoil will
run eight all-new installments this year in addition to the four
episodes that ran in 2014. Acts for 2015 include high-profile
talent, such as OK Go and Plain White T's, and premier
emerging talent, including Madilyn
Bailey, among other popular artists in a variety of genres
such as rock, alternative and indie. Fans will be able to sit back,
buckle up and watch these performances that are recorded from
inside a customized SUV while cruising through Los Angeles. Join us at
www.pennzoilbackseatpass.com for more.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading
live entertainment company comprised of global market leaders:
Ticketmaster, Live Nation Concerts, Live Nation Media &
Sponsorship and Artist Nation Management. For additional
information, visit www.livenationentertainment.com.
About Pennzoil®
At Pennzoil, we're car people. We love cars and the role they
play in our lives. That's why we tirelessly strive to produce the
most technologically advanced, highest performing motor oils on the
market. Pennzoil has made the switch to natural gas technology to
make purer synthetic motor oils that lead to better performance
than motor oils made from crude oil. Every bottle of Pennzoil
Platinum®, Pennzoil Ultra Platinum™ and Pennzoil Platinum® High
Mileage Full Synthetic motor oil is formulated with PurePlus
Technology™. PurePlus Technology™ is the revolutionary process,
which converts natural gas into high quality full synthetic base
oil, with fewer impurities than traditional base oils made from
crude oil. Feel the difference of next level performance. Make the
switch.
Pennzoil® is the most trusted motor oil brand in America.*
The full line of Pennzoil® quality products includes Pennzoil
Platinum® Full Synthetic motor oil, Pennzoil Ultra Platinum™ Full
Synthetic motor oil, Pennzoil Platinum® High Mileage Full Synthetic
motor oil, Pennzoil Platinum® Euro Full Synthetic motor oil,
Pennzoil Gold™ motor oil, Pennzoil® High Mileage Vehicle® motor
oil, Pennzoil® motor oil, and Pennzoil Marine® engine oil. For more
information about the full line of Pennzoil® lubricating products,
motor oils and filters, please visit www.pennzoil.com. Not just
oil. Pennzoil®.
* Based on a survey of private motorists, between the ages
of 18-64, who own or lease a car in the US, between January 2014 and December 2014.
About Shell Lubricants
The term 'Shell Lubricants' collectively refers to the companies
of Royal Dutch Shell plc that are engaged in the lubricants
business. Shell Lubricants companies lead the lubricants industry,
supplying more than 12% of global lubricants volume. a The
companies manufacture and blend products for use in consumer, heavy
industrial and commercial transport applications. The Shell
Lubricants portfolio of top-quality brands includes Pennzoil®,
Quaker State®, FormulaShell®, Shell TELLUS®, Shell RIMULA®, Shell
ROTELLA® T, Shell SPIRAX® and Jiffy Lube®.
*Kline & Company, "Global Lubricants Industry
2012: Market Analysis and Assessment."
About Shell
Shell Oil Products US, a subsidiary of Shell Oil Company, is a
leader in the refining, transportation and marketing of fuels, with
a network of approximately 6,000 Shell-branded gasoline stations in
the western United States. Another
8,300 Shell-branded stations in the eastern and southern are
managed by Motiva Enterprises LLC, a 50/50 joint venture between
Shell Oil Company and Saudi Refining, Inc.
Shell Oil Company is an affiliate of the Royal Dutch Shell plc,
a global group of energy and petrochemical companies with 93,000
employees in more than 90 countries. [(NYSE:RDS.A) and
(NYSE:RDS.B)]
About MediaCom
As "The Content + Connections Agency," MediaCom works with its
clients to leverage their brands' communications systems to produce
a step change in business outcomes. MediaCom delivers not just
individual channel silo efficiencies, but also connected
communications effectiveness by developing and optimizing all
content – defined as any form of consumer messaging – as the fuel
that drives high-performing systems. MediaCom measures and
quantifies communications systems across paid, owned and earned
media through its unique Connected System Audit.
MediaCom is one of the world's leading media communications
specialists, with billings exceeding US$29
billion (Source: RECMA 2013). It employs 6,250 people in 122
offices across 97 countries around the globe. Its client roster
includes P&G, VW Group, Dell and Universal. MediaCom is a
member of WPP, the world's largest marketing communications
services group, and part of GroupM, WPP's consolidated media
investment management arm.
For more information on MediaCom USA, visit www.mediacomusa.com.
Find us on Twitter @mediacomus.
Like us on Facebook at www.facebook.com/MediaComUSA.
Join us on LinkedIn here.
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SOURCE Live Nation Entertainment