Mario Bros for Shell Pennzoil wins OMMA Award
Leveraging Mario Kart 8’s gaming heritage, SXSW technology avant garde and Jimmy Kimmel’s reach we made Shell Penzoil cool.
Launch Shell’s innovative Pennzoil oil made from natural gas while shifting perceptions of the brand to show their innovative nature.
We partnered with SXSW Interactive and Nintendo to give an innovative image to the brand. This was brought to life through the recreation of a Mario Kart 8 track integrated with RFID technology outside the SXSW Gaming Expo. The first “real-life” Mario Kart experience included everything: real karts, a 1,000 foot linear track, collectable icons and actual power-ups and power-downs (just like the game). Also key talent from Jimmy Kimmel live was invited to participate to add PR buzz and reach to the experience.
With this solution we were able to create excitement around a category that is traditionally unemotional.
More than 1 Billion Earned Media Impressions (more than 53 Million Twitter impressions)
Recognition as one of the Top 6 Most Successful Product Launches ever at SXSW
PR coverage of the story on the front page carousel of Yahoo.com