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FAIRFAX, Va. -- Through its sponsorship Penske Racing's No. 77 Mobil 1 Dodge, driven by Sam Hornish Jr., ExxonMobil is preparing for the 2008 NASCAR Sprint Cup Series season with a multi-faceted marketing and promotional campaign featuring Mobil 1, the company stated.
"With Mobil 1 as the official motor oil of NASCAR and our increased involvement with Penske Racing, we are looking forward to leveraging the consumer passion for NASCAR to showcase why Mobil 1 is the world's leading synthetic motor oil," Jan Crowe, America's marketing manager for ExxonMobil lubricants and specialties, said in a statement. "This aggressive marketing initiative reinforces the engine protection and performance that Mobil 1 technology delivers for both NASCAR drivers on the track and race fans traveling to the track."
ExxonMobil is introducing new television, radio, print and online advertisements for the campaign that will run in select NASCAR races and on NASCAR-themed media, along with an under-the-cap retail sweepstakes and additional promotions at participating Exxon, Mobil and On the Run locations, according to the company.
With the theme, "Put Some NASCAR in Your Car," the advertisements feature Mobil 1's ability to withstand both everyday and extreme driving conditions, the company stated.
Other initiatives launched by the company include an interactive NASCAR microsite, and a series of promotions allowing fans to win trips to races, the company stated.
One such promotion, called the Mobil 1 Extreme Lift Game, will give one race fan a personal helicopter ride to and from a NASCAR Sprint Cup Series race, VIP tickets and a private tour of the Penske Racing Shop, the company stated.
To win, fans can find a game code under each cap of specially marked quart bottles of Mobil 1 and Mobil 1 Extended Performance products.
In addition, when fans purchase any item at participating Exxon, Mobil and On the Run locations, they will receive one of four collectible hero cards -- featuring Sam Hornish Jr., Kurt Busch, Ryan Newman or the Penske Racing Team. Each card contains a game code, which offers a chance at 10 grand prizes, including a trip for two to a NASCAR race and VIP tickets, according to the company.
In other ExxonMobil news, the company is supporting National Engineers Week by sending its engineers to eight Fairfax County, Va., public middle schools, in an effort to raise awareness of engineering career opportunities for students, the company stated.
The Introduction to Engineering Day events will highlight career paths in science, technology, engineering and mathematics, and offer students the opportunity to participate in interactive demonstrations and experiments, according to the company.
Schools that will host ExxonMobil engineers include Holmes and Key Middle Schools; Herndon and Lanier Middle Schools; Liberty and Luther Jackson Middle Schools; Hughes Middle School; and Hayfield Middle School.