Mobil 1: 250K Mile Slot Machine (2019)

2020 SABRE Awards finalist shortlist - Targeted Experiential Marketing

SUMMARY

From concept, to copywriting, to creative strategy, to voicing and creating the custom "JACKPOT!" audio, to actually building a giant, 8 foot slot machine at the City Museum in St. Louis...this project had a lot to be proud of.

With NASCAR fans hitting Las Vegas for the playoffs, Mobil 1™ (Official Motor Oil of NASCAR) and Weber Shandwick designed, built and executed a guerrilla-style activation at the MGM Grand in pursuit of earned media coverage. The 250K Mile Slot Machine let consumers “trade up” to Mobil 1 synthetic oil by inserting a bottle of conventional oil as a play token, schooling them on the benefits of synthetic oil, and emphasizing the 250,000 miles of protection claim from Mobil 1. Additionally, NASCAR drivers Clint Bowyer and Kevin Harvick hid inside the machine to emerge and surprise fans when jackpots hit.

Planning/Content

In the “Do-It-Yourself” motor oil category – consumers who change their own oil – the Mobil 1™ synthetic oil brand must distinguish itself through product attributes such as superior performance, engine protection and extended engine life for up to 250,000 miles. Also, the Mobil 1 brand must overcome price barriers in consumer minds, as synthetic oil is typically more expensive than the conventional (non-synthetic) oil competitors. Showing the value of “trading up” to a better oil brand, while prompting consumers to choose synthetic oil over conventional oil, were the two top-of-mind goals. To sway consumers from conventional (oil), we had to get unconventional.

Through research, we saw the intersection of NASCAR fans and the “Do-It-Yourself” audience was very high, so we knew we could potentially reach both target audiences simultaneously. With the ultimate goal of earning the brand attention through media coverage and social content, we landed on a creative (and quite literal) way to allow consumers to trade up to Mobil 1 and attract attention. When fans flocked to the NASCAR playoffs in Las Vegas in September 2019, we would engage both our audience (live and via social) and reporters during an innovative and one-of-a-kind activation in the glittering MGM Grand lobby: the Mobil 1 250K Mile Slot Machine.

We also had the opportunity to partner with our celebrity NASCAR drivers Kevin Harvick and Clint Bowyer during the event. Though all eligible participants would win a Mobil 1 prize (including oil change trade-ups, merch, and more), the machine would randomly award ten jackpots of $250 (representing our 250,000-mile claim) during a two-hour window on September 12, 2019. When these jackpots hit, we planned to have our celebrity drivers step out and surprise the winner with their cash prize. We would also use an event emcee to invite casino guests to spin the reels, while relaying product messages to those waiting in line or watching from the sidelines.

Creativity/Technical Excellence

The custom-fabricated, 8’ tall slot machine with a fully-branded video interface was designed and built over eight months. We led the creative, art design, and oversight of functionality and testing of the slot machine. This was truly a first for all involved, as we took the project from “can this even be done?” to the working slot machine complete with flashing lights and custom NASCAR sound effects. We decided early on that the design should also allow drivers Harvick and Bowyer to secretly hide inside, autograph Mobil 1 prizes, and drop them down the slot machine chute while interacting with fans via a secret camera and monitor. To play, fans would insert a bottle of provided conventional motor oil into a “coin slot,” pull the NASCAR stick shift slot lever, and either trade up to Mobil 1 or win a $250 cash jackpot.

Event Execution

Between 9 a.m. and 11 a.m. on September 12, prior to the first race of the NASCAR playoffs, the custom-built machine and event footprint were highly visible in the heavily trafficked MGM Grand lobby, complete with digital promotional signage throughout the entire casino. Long lines of fans quickly queued for the opportunity to hit the jackpot. We staffed, managed and executed the event, while collecting participant information and contact details for future marketing efforts. Our production crew captured video for us to later pitch trade, sports and lifestyle outlets and publish to owned social channels.

Results

In the end, more than 150 participants played over 120 fast-paced minutes. Post-event media outreach resulted in coverage from key outlets such as NBC Sports, Forbes, Sports Illustrated’s Fansided, USA Today’s For the Win, and Yahoo! Sports to further drive conversation. The overall sentiment and channel KPIs surpassed brand benchmarks, secured 110+ pieces of earned coverage, and landed 74MM UWV earned media impressions. Organic Social outperformed Paid Social on Facebook and Instagram. Hero video content (hype and recap videos) exceeded video clickthrough expectations with more than 9MM social impressions (39.5% video completion rate) to provoke conversation around Mobil 1. Onsite engagement exceeded participation goals by 25%. Ten grand prize winners randomly won $250 each, and all secondary prizes were given away.