Shell announced on June 2 that it is embarking on its largest campaign ever to promote new Shell V-Power NiTRO+ Premium Gasoline in the U.S. In fact, Shell is investing three times the marketing spend of previous campaigns in recent years with this launch, one of the largest in industry’s history.
“We are investing bigger than ever before because we have a real fuels technology breakthrough with our new Shell V-Power NiTRO+ Premium Gasoline. We want the 220 million drivers across America to know that not all gasolines are the same; and certainly not all premium gasolines are the same,” said Elen Phillips, Vice President, Shell Americas Fuels Sales and Marketing. “When we were talking about how to launch such a breakthrough in fuels technology, we knew we had to go big and create a disruptive, holistic marketing campaign.”
The company’s objective is for the campaign to look and feel different than anything else in the industry. It includes a national TV commercial that marries a crew of Hollywood talent, a Hollywood director and the world’s leading CGI (computer generated imagery) company. Plus, we have a LiveNation partnership with activations across the U.S.
This campaign centers on BMW M recommending Shell V-Power NiTRO+ Premium Gasoline for its BMW M and BMW M Performance Automobiles.
100 BMWS IN 100 DAYS
Celebrating 100 years of selling Shell fuels in the U.S., the new fuel formulation, and BMW M’s recommendation of Shell V-Power Nitro+ Premium Gasoline for its BMW M and BMW M Performance Automobiles, Shell is giving away 100 BMW 320i sedans in 100 days starting June 1. Members of the Fuel Rewards Program are eligible to enter to win one of the 100 BMW sedans. The promotion ends September 8, 2015. On the 100th day, all previous non-winning entries will be entered for a grand prize that includes free fuel for a year.
THE STARTING LINE: TIMES SQUARE
To get the word out about new Shell V-Power Nitro+ in a big way, Shell is converting a portion of Military Island plaza in iconic Times Square into a ‘pop up’ Shell station. This unique display is aimed at showcasing the new fuel technology and debunking commonly held myths about gasoline.
Spectators are welcome to join in the fun – participate in interactive challenges enabling them to enter to win a brand-new BMW 320i, catch a glimpse of fuel blending demonstrations, and take a virtual reality fuel journey through an engine view using Oculus-powered Samsung Gear. And there will be nine eye-catching vehicles – from vintage to innovative – on display with car collectors discussing their love of driving and the evolution of premium fuel.
Television host Carson Daly will kick-off a 1:15 p.m. (EST) ceremony – joined by special guests Helio Castroneves, driver of the No.3 Shell V-Power Nitro+ Dallara/Chevrolet; Guy Lovett, Shell Technology Manager for Ferrari; Shell and BMW leadership – to kick off a 3,000-mile, coast-to-coast Shell V-Power Nitro+ Drivers Relay.
SHELL V-POWER NITRO+ DRIVERS RELAY
After the Times Square event, Shell will take its fuel launch on the road with a cross-country relay in a BMW M3 fueled with the new Shell V-Power NiTRO+ Premium Gasoline. Joining Shell for the ride will be Chicago Bears Running Back Matt Forte, auto racing team owner Bobby Rahal, John Hennessey of Hennessey Performance, boxing legend Sugar Ray Leonard and world champion racing driver Mario Andretti. The Shell Dual Fuel Car will also make the journey. The Dual Fuel car is unique in that uses two fuels simultaneously. It features a 6-cylinder engine with three cylinders running on new Shell V-Power Nitro+ Premium Gasoline and three cylinders running on competitive premium gasolines. This vehicle is designed to show the performance differences in a head-to-head comparison within one car driving in the exact same conditions. Relay experiences and conversations will be captured and shared in real time through social channels.
The Shell V-Power NiTRO+ Drivers Relay will conclude in Los Angeles on Tuesday, June 9, where Mario Andretti, John Hennessey and Shell scientists will be joined by noted auto enthusiast Jay Leno at his iconic garage. They will open the engine of the Dual Fuel Car to evaluate how both fuels impacted the car’s performance during its cross country journey.
For more information, visit www.shell.us/vpower or follow @Shell_OnTheRoad.