MOBIL 1

BEST DRIVER'S CAR

The world's greatest performance cars. The world's best synthetic motor oil. One competition to own them both.

OVERVIEW

To highlight Mobil 1's factory fill status in the world's top performance vehicles, MotorTrend integrated the brand into its most prestigious annual competition: Best Driver's Car — where the industry's most impressive performance cars battle it out on road and track.

Mobil 1 owned the full editorial ecosystem surrounding the competition, from long-form articles and video highlights to social coverage of every contender, culminating in the World's Greatest Drag Race. The partnership authentically reinforced Mobil 1's role in powering vehicles built for the highest levels of performance.

To bring enthusiasts even closer, MotorTrend launched a contest offering a once-in-a-lifetime experience: attending BDC testing in person, taking hot laps, and — in year two — driving Mobil 1 factory fill exotics along the roads of the Monterey Peninsula. The campaign ultimately set new industry benchmarks in advertising effectiveness in the Auto Services category.

MY ROLE

Concept, Media & Event Experience Strategy
Proposal Development
Budget Allocation & Management
Cross-Team Collaboration with Programming, Production, Editorial, Experiential, Social, Sales, Legal, Creative Services
Contest Management
Event Coordination
On-Site Ambassador
Copywriting
Insights & Performance Optimization