Shell Lubricants: Making media the new oil
Stephen WhitesideWarc
Pennzoil was all set to launch a pioneering new product – a first-of-its kind synthetic motor oil made with natural gas – that promised to keep pistons much cleaner than the competition.
And, in South By Southwest, the brand had found the perfect event for promoting this offering to influencers and innovators.
The problem? "We didn't have the money for it," Mark Pyle, brand and communications manager at Shell Lubricants – the owner of Pennzoil – informed delegates at IEG's Sponsorship 2015 conference in Chicago. "What we needed...