Brand MarketingExxonMobil Kicks Off ‘Fuel Economy Challenge’By Adweek Staff|July 10, 2009ShareBy Adweek Staff|July 10, 2009ShareNEW YORK ExxonMobil this week unveiled a special No. 77 Mobil 1 Advanced Fuel Economy Dodge, that will be driven by Penske Racing driver Sam Hornish Jr. in the Nascar Sprint Cup Series LifeLock.com 400 at Chicagoland Speedway July 11. The vehicle will help alert consumers of the best ways to conserve fuel during the busy summer driving season, the company stated.The Dodge is designed to show the company’s continued support for the Alliance to Save Energy and its Drive $marter Challenge, with the goal of increasing fuel efficiency nationwide.The weekend begins with the July 10 Mobil 1 Advanced Fuel Economy Nascar Challenge, an event at Soldier Field in downtown Chicago, which provides attendees with tips on saving fuel.The event will highlight a retail promotion allowing consumers to receive a $10 rebate when they buy five one-quart bottles or one five-quart jug of Mobil 1 Advanced Fuel Economy, according to the company. The promotion ends on Aug. 31.Also at the event, Penske Nascar drivers Hornish, Kurt Busch and David Stremme, along with celebrities such as Dan Patrick and Chicago Bear Hall of Famer Dan Hampton, will drive fuel-efficient, Mobil 1-branded Smart cars on a miniature road course, the company stated.“One tip I’ll be sharing that weekend — using Mobil 1 Advanced Fuel economy can deliver up to a 2 percent fuel economy improvement, which, over the life of a vehicle, can save over $400 in fuel costs,” said Hornish.Nielsen Business Media Adweek Adweek