mobil 1

Experiential / Activation, Social Media, Influencer Marketing, UGC, OOH, DOOH, Digital, Content Strategy, Branded Entertainment, Brand Strategy

Mobil 1 had spent 50 years as a motor oil brand. The opportunity was to transform it into something far more powerful — a total road experience brand. We built a sensory-driven activation platform called #LoveEveryMile, anchored in the five senses of the driving enthusiast: Sight, Sound, Taste, Smell, and Touch. Each sense unlocked a distinct content, social, and experiential program — from UGC road photography amplified onto OOH and DOOH, to a Spotify playlist collaboration, to AR star-gazing off the car hood, to community-sourced road trip challenges. Fan-generated content lived on billboards. The road became the canvas.

agency: 180NY/NY