The Dodge Viper is the last great American sports car. Knowing that Dodge was going to end the Viper’s production in 2017, Pennzoil wanted to step in and honor the car by giving it the proper sendoff an icon like it deserved. 

The Last Viper Film debuted at the NY Auto Show during an invite only event. The event also happened to be Dodge’s biggest new car launch in the history of the company. So we had our audience. Dodge agreed to let us play the film before the unveiling of their new car. The event was also streamed live on YouTube to a worldwide audience reaching over 1-million people. The film played once and was played again due to the reaction of the crowd.

We launched the film online the next day across Facebook and YouTube. We also gave key press from the night before a dark link to the film so they could write about it before the go-live post. The plan worked to perfection, surprising writers who were there to write exclusively about Dodge’s big reveal. What they ended up writing about was The Last Viper film.

In its first week the film has received over 4-million views with 2-million of those views being organic.

It is currently on pace to reach over 20-million views

The Last Viper Film has also received more than 80+ stories worldwide for a total earned reach* of 10MM+ with a total impression* value worth 8MM+ again all within the first week.

Note: reach has not been reconciled with paid media data **total impressions from press coverage – does not include paid media impressions.