Mobil1

Keep Route 66 Kickin'.

The small businesses that made Route 66 iconic needed help. Post-lockdown, people were open to the great American roadtrip, so Mobil1 held activations along Route 66 for over four months.

It was led by a new Muffler Man. He popped up at events that brought out communities, the national press, and signees for a petition to make Route 66 a National Historic Trail.

Hundreds of partner businesses joined in via QR stickers and merchandise

Local markets got word through Associated Press, CNN, Food Network, I Heart Radio, Food & Wine and more. It drove increased leads, goodwill towards Mobil1, and over 600 million earned, and 1 billion total, impressions.

Billboards led people to the fun of Rt.66

Engagement increased by 160% and follows by 4,000% from owned and paid social.

Concepting and writing for campaign development with the team at DCX Growth Accelerator.