ExxonMobil launches national fuel promotion

摘要

ExxonMobil on Feb. 4 launched a multimillion-dollar national campaign touting its branded fuel that is designed to build on the "Energy Lives" pitch the company also made in two previous quarters. This year, ExxonMobil is encouraging consumers to connect with the brand through a contest called "What fuels you" that runs from February through March, the company told branded marketers. The major said the "robust" initiative includes national radio, digital, mobile and on-site advertising, as well as an "innovative" approach to online voting that is expected to generate more interest through social media sites such as Facebook, Twitter, Instagram and Pinterest. The advertising invites consumers to reach out to their personal networks for votes.