The ultimate VIP and media experience to promote the launch of a new customer loyalty program.


For many years, select talented professional race car drivers have done "The Double," where they race in both the Indy 500 and Coca-Cola 600 in one day. Over the years, Sport Dimensions has developed and presented The Motorsports Double as a sponsorship activation program that media and VIPs could also experience.

This program grants a handful of extraordinary guests an introduction to two of the most iconic races in the world in one exclusive day, a day that has a high awareness from the general public about motorsports, and is made possible by leveraging motorsports sponsorship properties. In 2017, we partnered with Shell to promote the launch of Instant Gold Status, a benefit for consumers who join their Fuel Rewards Program.

What's Involved

Sponsorship Activation Strategy

We worked with Shell and the Fuel Rewards program to bring together two engaged audiences to learn all about the launch of Instant Gold Status with Fuel Rewards.

Creative Content Production

We brought along top-tier media to document what their experience was all about from their eyes. This allowed the campaign to extend to a broader audience authentically.

VIP Experience

Police escorts, private planes, behind-the-scenes access, business dinners with Roger Penske all at two of the most prominent races in North America to kick off the summer.

Connecting to the consumer with #GoldStatus

Shell was looking to bring significant awareness to their new customer loyalty platform, Instant Gold Status from Fuel Rewards.

Because of Shell's unique opportunity being involved in both NASCAR and IndyCar, two leading North American series that hold marquee events on Memorial Day weekend, they had a perfect platform to kick things off.

This weekend was also a perfect opportunity to tell the Instant Gold Status story and how valuable loyalty can be through Fuel Rewards. We even featured an Indianapolis Fuel Rewards super-user who got to ride the beautiful #3 Shell Fuel Rewards IndyCar float in the Indy 500 Festival Parade ahead of the race.

How did SD come into play?

It all started with the creative. Once we had "The Double" platform sketched out, we identified key opportunities around the event to engage different audiences effectively and build out the ultimate VIP experience.

We secured, prepped and hosted prominent top-tier media outlets from inside and outside the motorsports industry for The Motorsports Double including theCHIVE and Automobile Mag. SD also organized Facebook Live ahead of the Indy 500 featuring IndyCar legend Helio Castroneves sharing all the benefits and excitement around Instant Gold Status with Fuel Rewards.

Our awareness-driving campaign continued with activation at 120 local Shell retail sites that further connected the story to what fans and customers saw on race day.