THE OFFICIAL MOTOR OIL OF ROAD TRIPS
During the holidays motor oil often takes a back seat on the shopping list to gifts and holiday related items. As the official motor oil of the NBA we had a plan to bump Mobil 1 to the top of the list by partnering with a holiday MVP, NBA 2K. We gave consumers the ultimate defense for their engine and on the digital court with a My-Player Defensive boost for NBA 2K21 when you buy Mobil 1. We also integrated with the game bringing in Mobil 1 sponsored events, featured Mobil 1 blocks of the game, and a live stream on Twitch with Anthony Davis.
MOBIL 1 | NBA 2K
Overview:
We brought Mobil 1 into the virtual courts of NBA 2K, creating an in-game partnership that felt as fast and fluid as the oil itself.
Challenge:
Mobil 1 needed to connect with a younger audience of car-curious gamers—without interrupting their world.
Big Idea:
If gamers spend hours tuning their digital players, why not show them how Mobil 1 tunes performance in the real world?
Execution:
Mobil 1 appeared courtside in 2K arenas, in branded arenas and signage. We created a co-branded digital hub and social content that connected car culture with hoop dreams.
Impact:
The partnership gave Mobil 1 street cred with a new generation—meeting gamers where they played and delivering relevance without disruption.
EXPERIENTIAL
Our team pitched an idea to partner with the Hoops Bus, where we would travel the U.S. tapping into basketball and gaming culture with a gaming extension to the bus where we would host a traveling tournament for fans to unite and compete on the road. The Hoops Bus partnerhship would be been a relationship to build on year after year, as we wanted to build on the 2K partnerhship, and they are a motor vehicle, in need of motor oil, our specialty.
Credits
Client: Mobil 1
Agency: The Integer Group
Partner Agency: GMR Marketing
Role: Associate Creative Director
Year: 2022
Collaborators: Steve Moon, Patrick Crokin, Alli Durak, Jaymie Pavlonis, Blake Rozas