A recent campaign with both Pennzoil and Live Nation might seem like a very unlikely combination, but it was actually a fair success. The goal was to get teens more engaged with the Pennzoil brand. Teen engagement with car related things has gone down a whole bunch, with more and more teens opting to not even get a driver’s licence. In the past, teens might have expressed themselves by having a cool car, but now they express themselves through social media.
Together, the two companies created a campaign called Backstage Pass, which consisted of artists like Tegan and Sara, Ok Go and others traveling around Los Angeles in a Pennzoil branded SUV, recording and performing out of the car. The purpose of the campaign was to reach a new generation of motor vehicle users who probably use their car every day to go to and from work.
While this campaign seems unlikely, there is actually a strong connection between cars and music, according to Dominic Sandifer, of Greenlight Media & Marketing, not only because people listen to music in their cars but also because car lovers and music lovers can come from any walk of life.
When thinking of partnerships and ad campaigns, think outside the box to find a partnership that works for you and your brand!
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