PENNZOIL / JOYRIDE
To grow our audience online we created product demonstrations disguised as cinematic car films, educating consumers on the versatility of Pennzoil Synthetics. Joyride follows a mysterious Pennzoil driver accelerating his way across the globe, putting performance to the test. The campaign spanned two years, increasing YOY sales and was covered in MotorTrend to Fast Company. A fan even recreated Joyride in Grand Theft Auto 5. The series received over 80-million views online, generating an 80% increase in YouTube subscriptions. We also developed a Joyride virtual reality system where consumers experienced the power of Pennzoil Synthetics before buying.
