Elliott Graham
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PENNZOIL / SXSW LAUNCH

Pennzoil® has always been known as the “All American” oil. But with little recognition as a leader in automobile innovation, we had to flip that perception “upside down”. We traded in Mario’s shrooms and powered him up with Pennzoil Platinum®, launching our brand new product alongside his new game in a live-action racing event at SXSW® Interactive.

FAST COMPANY    COMPLEX    DICOVERY    ADWEEK

 
    We launched a web presence to introduce the event and get attendees excited about what was to come.

 

We launched a web presence to introduce the event and get attendees excited about what was to come.

    To win the race, participants collected Pennzoil Pureplus icons layed out on the track. Using RFID technology, drivers would get boosts every time they ran over an icon. 

 

To win the race, participants collected Pennzoil Pureplus icons layed out on the track. Using RFID technology, drivers would get boosts every time they ran over an icon. 

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