The road can be a lonely place, so truckers are constantly listening to the radio to connect with other drivers – a sort of mobile social media. In fact, the most frequently used media channel in the field is radio. So, we decided to capitalize on this radio-as-social-media insight to involve truckers in the Mobil Delvac brand. We partnered with one of truckers’ favorite shows “Freewheelin’” on satellite radio to engage the always on-the-move target.

To teach their peers how Mobil Delvac is the “must-have” lubricant for their vehicle, we asked listeners of “Freewheelin’” to tell its hosts their Mobil Delvac story. Callers who shared their love for the brand in a unique way could win the grand prize of a trip to the Great American Truck Show, where the winner would be interviewed on air.

The outcries of previously untapped Mobil Delvac brand loyalists were clear.

By making the highways across America significantly more social for truckers we created many more brand advocates for Mobil Delvac, none more so than Big Papa who sang the brand’s praises literally and to the tune of Stuck On You.

More specifically:

o Over 65 truckers “mentioned” Mobil Delvac, generating a 3% increase in brand consideration!

o Truckers rated Mobil Delvac 9% higher YOY than competitors when asked about their most trusted brand of motor oil.