Together with NASCAR Digital Media, ExxonMobil today is unveiling the Mobil 1™ #INMYRIDE Sweepstakes, an online fan engagement program that gives everyday motorists an opportunity to showcase what they keep inside their personal vehicles and enter for a chance to win an ultimate NASCAR®experience – a trip to Las Vegas for the 2014 NASCAR Sprint Cup Series Champion’s Week™.
Starting today, fans are encouraged to snap and share their #INMYRIDE photos to a special hub within the “NASCAR Automotive Technology Center Engineered by Mobil 1” website at NASCAR.com/INMYRIDE. In addition, the comprehensive platform features a central landing page where fans can upload their photos via Instagram with the hashtag #INMYRIDE to enter the sweepstakes.
“We’re asking fans to show us their personalities and what is important to them by visiting NASCAR.com/INMYRIDE and sharing their unique images,” said Artis M. Brown, Mobil 1 motorsports manager, ExxonMobil Fuels & Lubricants. “You can tell a lot about drivers just by looking inside their cars, whether it’s under the hood or in the cabin. We’ve found that many passionate Mobil 1 users take pride in the fact they’re putting the world’s leading synthetic motor oil brand in their engines.”
Photo submissions and entry into the Mobil 1 #INMYRIDE Sweepstakes conclude Sunday, Aug. 31, 2014 at 11:59 p.m. EST. One lucky fan will be randomly selected as the sweepstakes winner. The winner and a guest will receive a NASCAR Sprint Cup Series Champion’s Week-themed prize package that includes:
- Round Trip Flights to Las Vegas, NV
- 3-Night Hotel Accommodations
- Tickets to NASCAR Myers Brothers Luncheon™
- VIP tickets to the NASCAR Victory Lap™
- Tickets to NASCAR After The Lap™
- VIP Brunch / Meet & Greet with NASCAR Personality
- Tickets to the 2014 NASCAR Sprint Cup Series Awards™
- Ground transportation and additional spending money awarded as a $500 Visa® Gift Card
While other sports have sticks and balls, NASCAR has the automobile and a fan base steeped in rich car culture. NASCAR fans are more likely than non-fans to be heavy users of their vehicles, which makes the Mobil 1 #INMYRIDE Sweepstakes a perfect avenue for Mobil 1 to build brand awareness and engage fans.
To support the campaign, Mobil 1 is launching an integrated marketing effort that includes online, radio, and video content starring Tony Stewart, driver of the No. 14 Mobil 1/Bass Pro Shops Chevrolet SS and co-owner of Stewart-Haas Racing (SHR). Joining Stewart to support the campaign is fellow SHR driver Kurt Busch. Each offers a humorous take on various items that reside in their personal vehicles, encouraging fans to do the same.
In January 2013, Mobil 1 announced a multi-year partnership extension making it the “Official Motor Oil of NASCAR” and “Official Lubricant Technology Partner of NASCAR” through 2017. As part of that renewal, Mobil 1and NASCAR launched a digital content platform with the “NASCAR Automotive Technology Center Engineered by Mobil 1” online site, NASCAR.com/AutomotiveTechnology, where fans can learn about the latest in automotive and racing technology.
Mobil 1 has been the Official Motor Oil of NASCAR since 2003 and is used by more than 50 percent of the teams in NASCAR’s top-three series. The 2014 NASCAR racing season marks the 12th consecutive season in which the Mobil 1 brand is an official partner of NASCAR, the premier motorsports series in the United States.
ExxonMobil reminds all Mobil 1 #INMYRIDE Sweepstakes participants to take and share images of the contents of their vehicles only when their vehicle is parked.
ExxonMobil PR
