Brand prepares activations in stadiums and a campaign on social media with influencers, as well as drivers and ambassadors from the Shell V-Power team
Shell has announced the official sponsorship of four of Bruno Mars’ 14 shows in Brazil. In addition, members of the Shell Box Clube loyalty platform will have access to exclusive benefits.
The sponsorship is the result of a partnership with the production company Live Nation. This is the first time that Shell has supported an international tour in Brazil with the aim of providing consumers with unforgettable experiences, including on-site activations at the Morumbis stadium in São Paulo, Engenhão stadium in Rio de Janeiro, and BRB Mané Garrincha stadium in the Federal District, where consumers will be able to experience the brand in an activation prepared exclusively for Bruno Mars’ tour.
As part of the sponsorship, Shell will be featured prominently in the events’ communications, signage and media, will receive the seal of “official sponsor”, will show an institutional video before the start of each presentation and will have a dedicated space for brand activation in the stadiums.
The company also launched the “Bruno Mars Live in Brazil” campaign, which is being promoted on digital platforms by influencers such as @henrytado and @spartakus, as well as by the Shell V-Power team’s drivers and ambassadors, Gianluca Petecof and Ricardo Zonta.
“We are very excited about this partnership and the opportunity to offer our customers unique and memorable experiences. Bruno Mars is a global figure, just like Shell, and his immense fan base reflects exactly how we want to be perceived. We are committed to creating meaningful moments that further strengthen our connection with customers and enrich their experience with the brand,” says Ricardo Berni, executive director of marketing & digital at Raízen, the Shell brand licensee in Brazil.
Shell customers will be able to use Stix points to secure tickets and pay in up to 10 interest-free installments through Shell Box Clube. This facility will be available exclusively to Club members from level 2 onwards. Values may vary depending on the city and each Shell Box Clube user will be able to redeem up to two tickets.
