Sport Dimensions partnered with Shell and 811 to bring awareness to the important "Call 811" safety message through various activations.

Project Summary

811 wanted to engage their employees first by letting them know that their actions made a significant impact on the critical mission of 811. They then wanted to reinforce their ongoing objective of raising awareness and knowledge of the "Call 811" service, and that is not something we wanted to leave behind.

By incorporating numerous assets inside and outside of the motorsports portfolio, we engaged the target audience from multiple different angles with relevant messaging and activation. Throughout the year, 811, Shell Pipeline and the Common Ground Alliance maximized this campaign with always-on social media engagement.

What's Involved

Sponsorship Activation Strategy

We created the right mix of creative assets to use, including behind-the-scenes access and existing marketing campaigns with a focus on key market investment.

B2B Relationships

Because Shell Pipeline supports 811 and CGA, 811 had unique access to some of Shell's assets. We also integrated various new opportunities with existing initiatives to maximize value.


We handled all of 811's VIP hospitality needs at NASCAR and IndyCar events around the country throughout the year. This allowed 811 to stay focused on what mattered most: their mission.

How did this project start?

To celebrate 811's 10th birthday, we presented an opportunity to join the #22 Shell-Pennzoil team in a selection of NASCAR races. We then built upon that access with custom experiences for 811 guests to enjoy onsite at Texas Motor Speedway and the IndyCar Grand Prix of Long Beach. These experiences enabled the team to see their work up close and personal, bringing everything to life for the team.

The goals were always rooted in brand awareness, but we didn't want to stop there. It was important that not only was the audience aware of the 811 branding but that they also knew exactly what they could do with that awareness - practice safe digging by dialing 811.

How did SD add value?

Working far beyond just broad logo placement we brought the critical safety message to life for a variety of audiences, so they knew all of the great things 811 does for the community. Sport Dimensions handled all aspects of the various campaigns including onsite hosting and access, creative content development, relationship management with the Fuel for Success Youth Initiative, on-car NASCAR branding and integration of this campaign with various other campaigns to increase the impact.

We started with small investments and continuously tested engagement success with fans across the various properties. This allowed our partnership to grow toward the results and continue to maximize ROI organically.