Shell North America celebrated the launch of Shell V-Power NiTRO+ Premium Gasoline with a first: a Times Square takeover to introduce a game-changing fuel delivering triple-action protection against gunk, wear, and corrosion for the BEST TOTAL engine protection you can get.

This commemorates the 100th anniversary of Shell selling fuels in the U.S. by giving away 100 BMWs to consumers in the next 100 days. Attendees were offered a chance to win a BMW 320i, on the day, recognizing the premium fuel endorsement by BMW M for its BMW M Automobiles.

The fanfare began with the debut of a full-size 'pop up' Shell station showcasing the new fuel. Spectators were invited to take part in various experiences created for the launch of new Shell V-Power NiTRO+.

Consumers played a specially created Shell V-Power Nitro+ video game called Unleashed where players got to battle against one another as well as gunk, wear and corrosion – all at a Shell pump. In addition, participants were taken on a 3D journey, to learn about how the new fuel works inside an engine using a virtual reality headset.

Other activities included the opportunity to drive a race car with a racing simulator game and interact with Shell fuels scientists at the Shell Trackside Lab.

Going Digital in a Big Way: The Billboard Take-Over

Who hasn’t wanted to see themselves on a billboard overlooking Times Square? This exciting launch gave the visitors the chance to see their face up in lights on the iconic 22-story billboard on Times Square. The new ‘Stay Ahead’ TV commercial that marries a crew of Hollywood talent, a Hollywood director, and the world’s leading CGI company was also featured on the screens throughout the day.

Shell partners and motorsports personalities including Scuderia Ferrari Test Driver Marc Gené, IndyCar driver Helio Castroneves and NASCAR driver Joey Logano were in attendance as well as TV personality Carson Daly who hosted the event – kicking off the official ceremony with Shell leaders including Istvan Kapitany and Elen Phillips.

“We are investing bigger than ever before because we have a real fuels technology breakthrough with our new Shell V-Power NiTRO+ Premium Gasoline. We want the 220 million drivers across America to know that not all gasolines are the same; and certainly not all premium gasolines are the same,” said Elen Phillips, Vice President, Shell Americas Fuels Sales and Marketing. “When we were talking about how to launch such a breakthrough in fuels technology, we knew we had to go big and create a disruptive, holistic marketing campaign.”

A range of media across broadcast, print and online have already covered the launch of the new fuel including a live interview with Istvan Kapitany, Executive Vice President, Shell Retail, on Bloomberg TV.

The new fuel also received external recognition from industry experts in USA Today. Additional media coverage will come in over the next week with the continuation of launch activities including the Shell V-Power NiTRO+ Drivers Relay, a coast-to-coast 3000 mile drive that began at the event. 

The Relay will make stops at various events in Chicago, Las Vegas, and finally Jay Leno’s garage in Los Angeles. A group of credentialed and cultural auto enthusiasts will drive honorary legs of the journey including American football star Matt Forte, racing legends Bobby Rahal and Mario Andretti, famed boxer Sugar Ray Leonard and performance enthusiast John Hennessey.

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