Pennzoil has grown to be one of the largest oil companies in America as they continuously strive to produce the most technologically advanced products on the market.


Partner with Live Nation to promote Pennzoil’s Backseat Pass platform among younger car lovers by marketing a 12-episode series and highlighting featured artists. Work with the Live Nation video team to reveal new content on a scheduled basis and boost submissions into the Pennzoil VIP Flyaway sweepstakes. Inform users about the latest Pennzoil products and encourage them to watch videos to learn more.


Our team designed and developed a bespoke microsite that was unique to the brand and hit all of the projected goals for the project. We applied a blend of sleek style, music inspired imagery, and iconic Pennzoil flair to enhance the overall experience. A sophistic deployment process was created to allow for easy implementation of new content throughout the year.


Sit back, buckle up and watch. The microsite was a smash hit amongst the car and music community, boasting over 180K page impressions and 70K sweepstakes entries. Users were able to relish in fresh bi-weekly videos and explore the diverse line of Pennzoil products. One lucky fan was awarded the VIP Flyaway experience to a Live Nation festival of their choice. The Pennzoil Backseat Pass microsite proved to be a critical component to the success of the campaign.

Pennzoil selected Live Nation to help them promote their Backseat Pass marketing campaign, a 12-episode series in which select artists showcased live in-car performances. Live Nation turned to Haven Agency to pull it all together and create a platform for the Pennzoil VIP Flyaway sweepstakes. We designed and developed a website that featured the sweepstakes entry point, photo and video galleries, and content highlighting Pennzoil’s new product technology. We updated the website bi-weekly with new photos and videos to help increase repeat page visits.

The year long campaign was a tremendous success for all parties involved. The sweepstakes out-performed the client expectations and Pennzoil saw a substantial increase in brand awareness. We were fortunate enough to work with these great brands and continue to partner with Live Nation on new and upcoming marketing endeavors.

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