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#1 Campaign in Automotive · July 2026
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#1 Campaign
Automotive · July 2026

Shell x BMW Le Mans Re‑refined Livery

PR Campaign
Tuesday 16th June, 2026

Shell and BMW used the #20 car’s striking new livery at Le Mans to spotlight their renewed partnership and the use of re‑refined base oil (RRBO) — framing racing as a testbed for sustainable engine oil that will transfer learnings to road cars. Coverage centred on the visual paintwork, on‑site lab testing, and the circular‑economy angle rather than a product launch.

Why it worked: They hijacked a marquee event with a striking livery that revealed a counterintuitive claim—recycled oil matching race performance—backed by on‑site lab data.

The lesson: Consider timing a bold visual at a tentpole moment to unveil a surprising, data‑verified performance claim from a behind‑the‑scenes process.

Shell BMW M Motorsport
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
autotrade.ie Shell and BMW M Motorsport enhanced R&D commitment - Autotrade.ie Tuesday 16th June, 2026
fuelsandlubes.com Shell, BMW M Motorsport renew Le Mans tie with race oil - F&L Asia Thursday 18th June, 2026
motoringresearch.com Shell and BMW at Le Mans: the secrets behind the livery - Motoring Research Tuesday 14th July, 2026
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FAQs

What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

Where does the data come from?

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Does this track sponsored posts, or is it earned media only?

It's built to only track earned media - we use AI to filter out anything that we think is a sponsored placement.

What does "ranked by coverage" mean?

It's ranked by the volume of coverage that talks positively about the campaign. We count the outlets covering it, then give a boost to campaigns whose coverage is positive, and those with negative coverage drop down. We're not weighting by outlet size or reach.

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