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high-powered vehicle promotes Mobil 1 brand
This article originally appeared in the Lamp, 2008 — Number 1
It sounds like thunder in the distance. Forty-three rumbling, 750-horsepower race cars building speed as they head into the turn, a multicolored mass of state-of-the-art machinery hurtling down the track at 180 miles per hour, straddling the fine line between peak performance and total engine failure.
The sights and sounds of NASCAR racing stir the emotions of 75 million fans across the United States. That’s why ExxonMobil chose to sponsor the No. 77 Mobil 1 Dodge, piloted by Sam Hornish Jr., for 30 races during the 2008 NASCARSprint Cup season. The sponsorship is an integral part of our marketing program to promote Mobil 1, the world’s leading synthetic motor oil.
NASCAR racing is one of the leading spectator sports in America. It’s the number two regular-season sport on television, with broadcasts in more than 150 countries. Devoted NASCAR fans buy more than $2 billion in licensed products annually, and more Fortune 500 companies sponsor NASCAR than any other sport.
A longtime supporter
Sponsoring NASCAR race teams isn’t new for ExxonMobil — the company has been involved with the sport for more than 20 years. “We’ve sponsored NASCAR race teams for a long time, beginning with a sponsorship in the mid-1980s,” says Nancy Carlson, director, strategic global alliances, ExxonMobil Lubricants & Specialties (L&S).
“We also have a 17-year relationship with Roger Penske and Penske Racing— the race team behind this year’s Mobil 1 car. And whether we’re racing with that team in the NASCAR or ICS series, with Porsche and Corvette in ALMS (American Le Mans), in the Porsche SuperCup series, or on the Grand Prix tracks around the world with Mercedes McLaren Formula 1, Mobil 1 technology is tested to the extreme in these very challenging conditions. These racing series provide us with a proving ground for the oil and enable us to demonstrate that our Mobil 1 brand can handle just about anything.”
Unlike ExxonMobil, driver Sam Hornish Jr. is new to NASCAR this season, making his full-time stock-car debut after starring for eight years in the open-wheel IndyCar Series. Hornish won the IndyCar championship three times and the Indianapolis500 in 2006. He says the switch to NASCAR won’t be easy.
“The cars we drive in NASCAR are much heavier than Indy cars — they weigh about as much as a minivan,” says Hornish. “Because of the weight, they handle differently than Indy cars and produce more power. Those things will take some getting used to. The support of Penske Racing and the sponsorship from Mobil 1 will help make that adjustment easier.”
Clear visibility
This season, ExxonMobil is the primary sponsor of the No. 77 Mobil 1 Dodge, which means a large Mobil 1 logo is emblazoned on the hood. Placing the logo just right so fans clearly see Mobil 1 as the car whizzes by at high speeds takes some doing.
“When one of these cars circles the track at 180 miles an hour, the first thing you see is the name on the hood — it’s highly visible to fans on television and at the racetrack,” says Pat DiDomenicis, L&S motorsports manager. “To make the Mobil 1 logo easy to see, we’ve done testing in which we tried everything — different color hoods, different-shaped logos and different stripe patterns — until we found the best arrangement.”
The entire NASCAR promotional program is based on exhaustive research. After segmenting the NASCAR fan base according to levels of interest in the sport, the ExxonMobil marketing team has targeted avid NASCAR fans. Typically, these fans are car enthusiasts who want to learn more about products such as synthetic motor oil and the benefits of using it in their cars.
A varied marketing effort
The marketing campaign for Mobil 1 includes TV, radio, print and online advertisements; a retail sweepstakes; promotions at Exxon, Mobil and On the Run retailers; and an interactive Mobil 1 Racing “microsite” (www.mobil1racing.com). The site gives race fans interactive content and an up-close look at the Mobil 1 No. 77 race team and NASCAR.
A key message of the campaign is that even everyday driving can create challenging conditions for a car’s engine. “When you travel almost anywhere in the country, you’re going to encounter driving extremes, situations in which your engine is under a lot of stress,” says Jan Crowe, Americas marketing manager.
NASCAR race teams know all about engine stress. During a race, engine temperatures can exceed 300 F. Mobil 1 motor oil can withstand such high temperatures without significant breakdown of viscosity, a critical factor in a sport in which engine performance determines success or failure. That’s why Mobil 1 is the Official Motor Oil of NASCAR. Mobil 1 technology is used by more than 50 percent of the race teams in NASCAR’s three circuits.
“We want to demonstrate to consumers that whether you’re racing on a NASCAR track or driving in stop-and-go traffic, SuperSyn, the antiwear technology in Mobil 1 oil, gives your engine maximum protection,” Crowe says. “The technology behind Mobil 1’s performance in NASCAR helps show how the product can benefit both race teams and race fans.”
This multifaceted sponsorship involves the race team, fans and elaborate promotions that are all tied to a single goal of capturing the racing enthusiasts’ interest. Research shows that after NASCAR fans develop an emotional connection to a brand, they often purchase that product.
“The NASCAR sponsorship is a means to an end, and that end is to increase sales and market share of Mobil 1,” says Dermott Ryan, communications manager. “We’re leveraging the consumer passion and loyalty for NASCAR and the immense scale of the sport to send our marketing message and make Mobil 1 the best-selling motor oil in the industry.”
