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Monday, 12/11/12

MediaCom and Pennzoil win Billboard's Concert Marketing & Promotion Award for Tim McGraw partnership

"Long Love Cars" campaign drives Pennzoil brand to new heights


NEW YORK (Nov. 12, 2012) - Pennzoil and Tim McGraw's recent partnership was recognized with Billboard's Concert Marketing & Promotion Award on Thursday, Nov. 8 at the music industry magazine's Touring Conference & Awards in New York City. The motor oil brand and the Grammy Award-winning artist joined forces in 2012 as part of the "Long Love Cars" campaign and sponsorship of the Brothers of the Sun tour, an effort planned and activated by global media agency MediaCom. The music program strategy and talent and tour sponsorship negotiations were led by MediaCom's Entertainment and Sports Partnership (ESP) division.

The Billboard Concert Marketing & Promotion Award is given to a sponsorship or promotion that benefited the concert industry at large by stimulating attendance to live events, providing value to fans, and promoting the artist and brands involved. The sponsorship or promotion must achieve its marketing goal in a quantifiable way, and pertain to live performances that took place between January and September of this year. The winner was determined by a voting panel of Billboard editors and industry experts. Other nominees for the 2012 Concert Marketing & Promotion Award included Madonna and Smirnoff, Zac Brown Band and Jack Daniel's, and Lady Antebellum and Lipton.

"For a brand that has never played in the concert space before, receiving the Billboard Concert Marketing & Promotion Award is not only an honor, but also signals the successful culmination of an amazing year for all of us involved," said Aimee Cronfel, Pennzoil North American Marketing Manager. "The success we had throughout this concert season wouldn't have been possible without the help of MediaCom and Tim and his entire team."

The "Long Love Cars" campaign, conceived by creative agency Doner, focused on common themes associated with automotive passion, including music and freedom. The music platform was a truly 360° effort by MediaCom and Pennzoil's integrated agency teams across paid, owned and earned marketing channels. The campaign used a variety of program extensions to leverage content across multiple channels, including advertising, custom media, tour sponsorship, retail promotions, public relations, and social media with the key goal of building a deeper emotional connection with drivers and fans.

"Tour sponsorships have evolved into robust marketing platforms for brands," said Morgan Buksbaum, Vice President of Entertainment & Sports Partnerships at MediaCom. "In working with Tim's team and the integrated agency partners, we were able to fire on all cylinders to link and leverage assets across channels beyond the tour itself, which is ultimately why this program was so successful."

Highlights of the program which ran throughout 2012 include:

Tim McGraw's name and likeness were attached to the "Long Love Cars" advertising campaign via print, digital, TV tags, radio, retail, and social media channels, along with promotional drivers to purchase tour tickets.
Pennzoil offered fans exclusive content, including behind-the-scenes videos from the road and Tim's favorite car stories, further building the connection between cars and music, which were leveraged for digital distribution, social media posts, and also aired on jumbotron during the Brothers of the Sun tour.
The Pennzoil "Tune-up" Series was a proprietary, pre-show VIP acoustic performance from Tim McGraw in every market; hosted more than 4,600 guests across the entire tour within private hospitality area, including more than 1,400 key Pennzoil customers getting to see Tim up-close and personal.
Pennzoil engaged the "Car Lover" target and Tim McGraw fans through custom media programs, leveraging the assets and access from the talent partnership: o Rolling Stone - Custom digital and in-book program - the quest for the "Pennzoil Roadie," where the winner took a road trip following Tim McGraw to several cities on the Brothers of the Sun Tour
VEVO - Custom VEVO News Segment filmed during the tour, supported through paid media, blogger outreach; presenting sponsor of "Truck Yeah" video premiere o Pandora - Pennzoil's Country Music Playlist featuring Tim McGraw, included customized radio ad units from Tim McGraw and a playlist of hit songs from country music's biggest stars o Ticketmaster - Targeted media buy across and Live Nation sites, also included a consumer offer on concert ticket backs for product discounts

The program was led by the Pennzoil Marketing team in conjunction with Pennzoil's partner agencies: MediaCom ESP (Music Agency), MediaCom, Doner, The Kerry Group, Coyne Public Relations, Integer Promotions Group and Sport Dimensions. For more information on the program, visit