NASCAR's official motor oil hopes to strike it rich on 77 (cont'd)

NASCAR provides that platform for Mobil 1 and every other sponsor in the paddock.

One of the basic questions that Ryan hears on a daily basis concerns exactly what synthetic motor oil is and how it differs from the other cans on the shelf.

"Motor oil in its composition is made up of base stocks, a by-product of the refining process, and additives," he explained. "The synthetic products are made with a different and higher-quality base-stock composition, so you start out with a much higher quality base stock than conventional motor oils, and you add in a custom additive package. Mobil 1 has a unique, custom-blended, proprietary to ExxonMobil additive package, whereas some other synthetic products have more of a standard additive package."

It's that composition -- and constant research and development -- that makes Mobil 1 popular among automotive engineers, Ryan said.

"It's been around for more than 30 years and is the world's leading brand of synthetic motor oil," he said. "It's chosen by more automotive manufacturers than any other brand of motor oil. It's used as factory fill in more than 45 cars. The people who make that selection do it because their engine specs demand an oil that can handle extremes. Porsche, Mercedes AMG, certain Cadillac models, Corvette ... some really high-performance cars, and their engineers have gone out to select the best motor oil in the world and they've chosen Mobil 1."

To bolster its return among NASCAR's fan base, Mobil 1 and parent ExxonMobil have developed a wide-ranging marketing package aimed at the consumer, including promotions, print, online, TV and radio spots, a new microsite and more.

The ads carry the theme, "Put Some NASCAR in Your Car," and show that Mobil 1 is designed to withstand both everyday and extreme driving conditions, whether it be a trip to the grocery store, wintertime commutes, or high-speed laps around a NASCAR track. The new print and broadcast spots will run in select NASCAR races and on NASCAR-themed media.

One of the promotions, the Mobil 1 Extreme Lift Game, will see one lucky fan win a helicopter ride to and from a Sprint Cup race, VIP tickets and a private tour of the Penske Racing shops. Fans can obtain game pieces on specially marked bottles of Mobil 1 and Mobil 1 Extended Performance motor oils.

The interactive microsite, www.mobil1racing.com, will give race fans an up-close look at the Mobil 1 racing team, as well as provide interactive content. That site will go live later this month.

Mobil 1's lengthy relationship with Penske is not only about competition, though that's a big part, Ryan said.

"The Penske Corp. is a huge, multi-billion-dollar business, with Penske Truck Leasing and car dealerships around the world. We have a business relationship with the Penske organization that extends beyond our NASCAR sponsorship. It's an element of their business and it's an element of their relationship, but that relationship is much broader and deeper than that," he said. "When we announced Sam as the driver in the fall, we did that in Phoenix at the museum Roger has at his group of car dealerships there."

Mobil 1 plans on making a big splash of its return to full-time NASCAR sponsorship with Hornish and Penske, and hope NASCAR fans come along for the ride.