ExxonMobil's Mobil 1 is taking the stage at Walmart during summer road trip season, both in stores and online.

In Action Alley, the manufacturer secured a dedicated endcap for its new Mobil 1 "annual protection" synthetic oil with an incentive offer: a $10 Walmart e-gift card with purchase of five quarts.

The endcap is outfitted with a side panel plugging the offer and positioning the new motor oil as an "Engine saver. Money saver. Time saver." On-pack stickers also tout the incentive while delivering redemption details.

Online, the partners have loaded up a cluster of content.

A walmart.com web page for the new product touts the oil's "365 days of proven protection," explains that the oil lasts for a full year (or 20,000 miles) before needing to be changed, and lists answers to frequently asked questions. Multiple product videos show mechanics examining components of an engine that has run on the oil to provide further details on its benefits.

The destination also hosts a video starring sponsored NASCAR driver Kevin Harvick (see below) that is airing on channels such as National Geographic with an "Available at Walmart" mention tacked on at the end. The video is part of a longer series of TV spots starring Harvick and National Basketball Association Hall of Famer Dikembe Mutombo that are posted to the brand's YouTube page. Lewis Communications and BBDO Worldwide worked on the spots. Mobil 1 is the official oil of NASCAR and the NBA.

The page is part of a broader brand showcase for Mobil 1. That main destination promotes the annual protection purchase incentive and offers another: a $5 Vudu streaming video voucher with purchase of five quarts of regular Mobil 1 or Mobile 1 "high mileage" oil.

Visitors seeking redemption instructions for the latter offer are sent to a series of engagement pages on Breaktime Media's dailybreak.com. The educational and brand content includes a vintage car quiz, car tips, a social sharing component, a video, and directions to the nearest Walmart. Participants must view all pages before unlocking the ability to upload a photo of a qualifying receipt. The incentive offer is valid from June 1 through Aug. 30.

The Mobil 1 showcase also plugs an "extended performance" oil filter to be used with the annual protection motor oil, and links to:

  • an oil selector tool that determines the best oil for a shopper's specific engine,
  • an e-commerce page showing all the brand's products, and
  • web pages for Mobil Delvac and Mobil Super line extensions.

Elsewhere on walmart.com, display ads running throughout the back half of June also plugged rollback pricing on Mobil Delvac. In July, new ads were deployed without the price messaging. A different ad for the brand ran on sister site samsclub.com.