ExxonMobil goes full throttle with mobile video, fueling NASCAR engagement
ExxonMobil is investing further into its relationship with NASCAR to promote its Mobile 1 oil with a unique mobile video campaign that continues its episodic comedy series and launches a live-stream of a virtual race.
The oil brand is building on its relationship with NASCAR team Stewart-Haas Racing by releasing three new episodes of its mobile video series that feature its well-known drivers on a comedic road trip. ExxonMobil is building on the series with a behind-the-scenes clip of its new sponsored cars being wrapped and a virtual race with driver Tony Stewart.
?Our Mobil 1 Pocono digital content ranges from light-hearted to thrilling and provides behind-the-scenes access we think fans will love," said Kai Decker, global motorsports manager at ExxonMobil.
Driving mobile views
ExxonMobil?s online video episodes showcase Stewart-Haas drivers Danica Patrick, Kevin Harvick and Tony Stewart taking a fictional road trip. The latest episode airs today on the brand?s Mobil 1 YouTube, Twitter and Facebook pages, featuring bickering and banter while traveling to the Pocono Raceway.
The drivers will all operate vehicles with Mobil 1 branding, and to unveil the new cars, ExxonMobil is releasing a time-lapse video that shows the process of the cars being wrapped. The clips will show all three cars being branded at the Stewart-Haas headquarters sped up so viewers can watch the entire process.
Mr. Stewart will be racing against the best players in the iRacing.com league, an online subscription service that simulates racing on desktop programs.
Mobile video marketers
Hoping to divert attention from its recent corporate setbacks, Chipotle Mexican Grill directed consumers? focus to its temporary summer loyalty program and fueling memberships by encouraging users to view a similar mobile-optimized short film and sign up for Chiptopia rewards (see more).
Dunkin? Donuts also commemorated the national rollout of on-the-go ordering for its DD Perks loyalty members by dropping clues on its Snapchat account and creating a dedicated landing page for the new application, featuring a 360-degree video of the world?s fastest Dunkin? run (see more).
?The same brand having marquee placement on three cars for one of NASCAR?s top teams during the same race is rare, so we are marking the event by bringing more Mobil 1-branded action to race fans before and during the Pocono Sprint Cup race,? Ms. Decker said.