TELL YOUR STORY
Activating your sponsorship to launch a product or promote a service.
Motorsports sponsorship has always been more than a logo on the side of a car to us. To make sponsorship the most valuable, there has to be a tie to your business objectives. Sport Dimensions specializes in brand activation using the sponsorship platform to tell your story in a way no broadcast ad could ever do.
Let's tell your story to the world.
2016 marked the 100th running of the Indianapolis 500. To use this milestone as a platform for a focused Pennzoil branding campaign, Sport Dimensions leveraged a unique paint-out to drive business, media engagement and internal excitement for Pennzoil. The campaign would use the past as a springboard to the future by celebrating Pennzoil’s legacy at the Indy 500 with a throwback paint scheme to connect with fans, media, and key stakeholders of all ages.
Sport Dimensions developed a year-long platform that allowed Pennzoil to develop sales contests, social media sweepstakes, in-market customer events and internal excitement. In addition, Sport Dimensions partnered with Indianapolis Motor Speedway Hall of Fame Museum to engage media and create exclusive experiences for guests. A leading Pennzoil charity, Paralyzed Veterans of America, was also strategically integrated into the weekend festivities.
The media effort kicked off a full 100 days before the race and garnered national and local coverage during Daytona 500 weekend, which typically dominates motorsports news. With a sharp focus and tie to business objectives, Sport Dimensions was able to far exceed metrics set for this race sponsorship. The social media sweepstakes set a company-wide record for Pennzoil.
Our approach: Control what we can control. Performance on the track is icing on the cake, not the entire cake itself. We see many sponsors focus all resources on the race, as opposed to the value gained with anticipation and strategic asset integration.
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 very special 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 partned with Shell to promote the launch of Instant Gold Status, a benefit for consumers who join their Fuel Rewards Program.
Learn more about the program here.
To further highlight one of the biggest weekends of motorsports on the calendar, we advised matching paint schemes for Shell's primary sponsorships in IndyCar and NASCAR. The diverse audience of fans and customers made the connection and there was a weekend-long buzz on social media about the gold livery. We even entered the famous Indy 500 Parade to share the good news of Instant Gold Status with a more family-focused audience.
By partnering with top-tier media and influencers, the news of Instant Gold Status reached over 43,000,000 people in one strategically activated promotional weekend. We led an integrated effort, making use of tools such as Facebook Live, Instagram Stories, podcast appearances, and broadcast journalism.
Learn more about the program here.