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Shell x NASCAR

Role

Created content plans for before, during, and after events and conducted real-time listening and outreach during race weekends. Wrote copy for campaign chatbot and messaging experiences, landing pages, blog posts, SEO, YouTube, and social.

Content

Partner channel takeovers, paid and organic social strategy, SEO, live streams, copywriting, design support

    We needed to raise awareness of the Pennzoil 400 and Quaker State 400, highlight the brands' close roots to motorsports, and drive conversion of coupons toward Pennzoil and Quaker State motor oil changes. The content team implemented channel plans for social, YouTube, search, website and mobile wallet. We emphasized awareness ahead of the races and focused on real-time social coverage and conversion during the events.

    During one race, we saw the following results:
    ➜ 474 digital coupons delivered
    ➜ 201k social reactions
    ➜ 752k video views
    ➜ 68.3M impressions earned
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