NEW YORK ExxonMobil has tapped the Documentary Channel to produce a long-form integrated marketing pitch for its Mobil 1 synthetic motor-oil brand.
As part of a four-month media buy, the network is rolling out Speed Dreams, an original film that examines the professional successes of Formula One world champion Lewis Hamilton of McLaren Automotive, Porsche factory GT driver Wolf Henzler and drag racing specialist Jason Whitfield of Whitfield Racing.
In the course of the 24-minute documentary, each subject discusses how scientific breakthroughs in the development of synthetic motor oils have helped improve his performance on the track. Mobil 1 is featured prominently in the film.
According to an Exxon rep, the company paid a "low six-figure" fee, which covered production costs and airtime. The channel reaches 21 million subscribers, with the majority (about 14 million) served by Dish Network.
The net will debut Speed Dreams on March 16 at 10 p.m.
In addition to the integration, the Mobil 1 campaign includes branding on a Tuesday night programming block, “Quantum,” for the next four months, as well as traditional 30-second commercial units, branded lower-thirds, billboards, promos, tune-ins and sweepstakes promos.
“We’re extremely pleased with this campaign, and we believe any fan of racing will enjoy the documentary and appreciate the success that great drivers experience when using Mobil 1,” said Scott Howard, Americas automotive marketing manager, Exxon. “The promotion also gives fans of Mobil 1 an opportunity to get to know the brand better.”