The two iconic US brands find new ways of engaging potential customers both online and offline.
As the long-term partner of Cadillac, ExxonMobil has conducted its fourth V Day show to highlight engine and lubricant performance. The show saw six stunt drivers burn rubber around Beijing, Guangzhou, Chengdu, Zhengzhou, Suzhou and Hangzhou to highlight the optimum performance of Cadillac engines using Mobil 1.
Big finale to Mobil1 Cadillac Day? Image: Sinopec |
Alongside the show, the lubricants giant also hosted an online game with the audience. Members of the crowd were encouraged to scan their phones to compete in a racing game against fellow spectators for various prizes.
Engaging the audience through their phones gave the US producer a strong platform on which to educate users on its 40-year history and also the high-performance and environmentally friendly aspects of its lubes offering.
Furthermore, those who had downloaded the game onto their phone would also have a potentially longer-lasting exposure to the Mobil 1 brand than if they had taken away pamphlets or T-shirts.
Driving online-to-offline engagement is key to deepening product knowledge and increasing brand awareness in the Chinese market.
The events took place as ExxonMobil announced it is set to expand its synthetic lubricants operations in Jurong, Singapore, in a bid to meet demand from the Asia Pacific region. The facility will be one of five similar plants in Asia Pac.
The global lubes producer, which has been operating in Singapore for more than a century, believes the synthetic and grease investments will help improve competitiveness in the region.