Pennzoil Turns To NBA For The First Time In Effort To Help With New Product Launch

Pennzoil yesterday began its presenting sponsorship of the NBA Eastern Conference Finals. The company is using the Heat-Pacers series as part of its launch of its new Pennzoil Platinum PurePlus motor oil product. It is the first time Pennzoil has used the NBA for any significant marketing efforts. The activation includes branded lead-in music openings featuring Pitbull for each game and a 30-second spot using Pennzoil brand ambassador Tim McGraw and members of trick-shot group Dude Perfect. The 30-second spot will run on ESPN/ABC during the conference finals with a long-form spot to run on Dude Perfect’s YouTube channel and Pennzoil's online product site. Shell Lubricants Global Brand Dir Chris Hayek said, "We want to create awareness beyond a 30-second spot and the NBA has of lot of things we liked. We looked at a broad media reach and like who they appeal to. There needs to be a common interest and a social interest and that is where the NBA really got us."