shell louisiana

Tanks or Shanks On-Field Brand Activation

Shell partnered with DAA Media + Marketing to strengthen its brand presence in Louisiana through the first-ever on-field fan activation at LSU Football games. This multi-channel campaign drove in-stadium engagement, delivered over 5 million OOH impressions, and set the stage for expanded sponsorships across Shell’s business units.

Results

The partnership with LSU Sports Properties delivered powerful results that exceeded campaign goals and set the stage for broader brand engagement. With over 705,000 fans reached in-stadium and more than $8,000 in prizes awarded, the activation created high-impact moments that resonated with LSU’s passionate fan base. The on-field challenges, branded visuals, and interactive gameday experiences helped drive strong audience connection and real-time brand visibility.

Beyond the stadium, the campaign achieved 5 million out-of-home impressions through targeted digital billboards promoting Shell’s Fuel Rewards program. The strong engagement and measurable success of the activation directly influenced Shell’s decision to expand similar sponsorships across other business units and collegiate athletic partnerships nationwide, reinforcing the long-term value of strategic sports marketing.

705K+

Fans Reached In-Stadium

8K+

Dollars in Prizes Awarded

5MM

OOH Impressions Delivered

Shell was seeking a creative way to strengthen its local brand presence in Louisiana and drive awareness of its Fuel Rewards program among a highly engaged, regional audience. The brand needed a memorable, scalable activation that could break through during one of the most high-energy environments in college sports: LSU Football games.

DAA developed and executed Shell’s first-ever on-field sponsorship activation in Tiger Stadium. Through strategic planning, immersive fan engagement, and multi-channel amplification, we built a campaign that connected emotionally with fans while delivering measurable business impact.

Sponsorship Strategy, Experiential Activation, Media Planning & Buying, Out-of-Home Advertising, Creative Development, Campaign Management