Mobil 1™ Celebrates Next Generation of Racing as Official Sponsor of Lollipop

Rhea-AI Summary

Mobil 1 has partnered with the new racing franchise Lollipop to bring a unique streaming series combining professional racing with interactive storytelling. Created by Feature and led by David Ayer, Lollipop will feature 10 races in different cities globally, with the first episode launching in late 2024.

This series will give fans multiple ways to engage, from traditional streaming to interactive experiences. Mobil 1's advanced motor oils will be integrated into the storyline, enhancing race car performance for competing teams. The collaboration also includes promotions like the Mobil 1 Lollipop Racing Helmet, offering fans early access to exclusive content.

This initiative coincides with Mobil 1's 50th anniversary, celebrating its legacy in automotive technology and motorsports. The partnership aims to revolutionize the fan experience by blending advanced technology, storytelling, and global automotive culture.

Positive

• Mobil 1 partners with Lollipop, enhancing brand exposure through a novel streaming series.
• Lollipop combines professional racing with interactive storytelling, offering unique fan engagement.
• Series set to launch in late 2024, generating anticipation and potential viewer interest.
• Promotion includes the Mobil 1 Lollipop Racing Helmet, providing exclusive content and early access for fans.
• Partnership aligns with Mobil 1's 50th anniversary, reinforcing its legacy in automotive technology.
• Mobil 1's advanced motor oils integrated into the storyline, showcasing product performance.
• Global campaign includes retail marketing, digital media, and event activations, broadening reach.
• Series to feature races in diverse cities, enhancing global appeal.

Negative

• No immediate financial benefits or specific revenue projections mentioned in the announcement.
• High production and promotional costs may impact short-term profitability.
• Potential risks related to viewer engagement and the success of the interactive format.
• Unclear long-term sustainability and scalability of the series.

Innovative technology from Lollipop unites with the motorsport legacy of Mobil 1 motor oil to bring global fans a first-of-its kind streaming series with professional racing, episodic storytelling and interactivity

SPRING, Texas--(BUSINESS WIRE)-- 10 cities, 10 races, 1 global story. Fans around the world are invited to experience Next-Generation Storytelling® through an adrenaline-fueled race experience as Lollipop, the racing franchise of the future, green lights production with Mobil 1 as the official sponsor. Created by entertainment technology studio Feature and written and executive-produced by The Fast and the Furious creator David Ayer, Lollipop combines a traditional episodic series with an interactive strategy game that enables fans to engage with each race and impact the story as it unfolds.

Mobil 1 Celebrates Next Generation of Racing as Official Sponsor of Lollipop (Photo: Business Wire)

With the first episode set to launch in late 2024, Lollipop, in collaboration with Mobil 1, celebrates the high-octane world of professional racing by combining next-generation technology, cutting-edge virtual production, and blockbuster storytelling to deliver a first-of-its-kind streaming series that will forever change the fan experience.

As the world’s leading brand of synthetic motor oil, the Mobil 1 brand is synonymous with racing and has ingrained the sport into mainstream culture over the past five decades. Together with Lollipop, the brand now celebrates the next generation of racing with an evolved approach to the fan experience. As part of its collaboration, Mobil 1 products will be integrated throughout the Lollipop storyline and will fuel the high-performance racing action with its advanced oils, lubricants, and formulas to boost on-track performance for competing teams.

“The Mobil 1 brand is an innovative force in the automotive industry and has a longstanding history in motorsports. Because of this, we are always looking for any advantage to help drivers maximize race car performance – including both on and off the track, and now by helping fans experience the impact virtually,” explains Bryce Huschka, Consumer Marketing and Growth Manager, on behalf of Mobil 1. “We are excited to celebrate a legacy of automotive technology leadership by partnering with Feature, a like-minded innovative company, as they bring technology and global automotive culture together to create Lollipop -- an entirely new motorsport franchise -- and inspire the love of driving for the next generation.”

Additionally, Lollipop, which blends elements of fantasy sports and real-time storytelling, will provide its global audience with the unique opportunity to follow 15 teams across 10 cities as they compete against each other and unforeseen perils on the course to victory. Fans can experience the content in three ways: traditional episodic streaming, integrated experiences such as collectible downloads, and direct engagement as an active competitor within the Lollipop ecosystem. The first three race destinations will be Los Angeles, Miami and London. Additional races will take place across Africa, Asia, Europe and South America and will be announced with the full schedule release.

To further celebrate the future of racing, the Mobil 1 brand is excited to launch the first of many interactive promotions, the Mobil 1 Lollipop Racing Helmet, which will provide the Lollipop community with early access to content as well as exclusive Mobil 1 offers and digital drops. Fans can claim their limited-edition digital collectible helmet via lollipop.racing/mobil1.

This announcement arrives at an important moment for the Mobil 1 brand as it celebrates 50 years of excellence in 2024. Since its initial introduction as the first full synthetic automotive motor oil, the Mobil 1 brand has consistently delivered unmatched quality and technological advances to contribute to outstanding performance on the track as well as on the road.

“Feature is incredibly proud to partner with a global leader like Mobil 1 motor oil, whose innovative technologies have dramatically evolved automotive performance over the last 50 years,” shares Steven Ilous, CEO and Founder of Feature. “This is a keystone partnership for Lollipop as we revolutionize racing culture and align with companies who authentically share our commitment to advanced technology and innovation. Together, we reimagine the way audiences experience content in the digital age by turning passive consumption into active participation.”

Fans can also engage with the Mobil 1 brand through the launch of its comprehensive global campaign with Lollipop, which will encompass retail marketing, digital media, event activations, and a custom show car that will be seen throughout the series in partnership with BBi marketing. Other major motorsport sponsorships for the Mobil 1 brand include F1, NASCAR, IMSA, and now the emerging digital racing space.

The Lollipop series was first teased in April 2023 with the announcement of David Ayer and Chris Long of Cedar Park Studios joining the project. Accomplished showrunner Marisha Mukerjee (Halo, Snowpiercer, Titans) has recently joined the Lollipop team, led by Ayer.

To learn more about Mobil 1 motor oil and its partnerships, follow along on social media @mobil1 and @mobil1racing. Additional information regarding Lollipop can be found via @lollipop.racing.

About Mobil 1

For 50 years, Mobil 1 has been trusted by drivers to keep their engines running longer. Our products combine the latest technology and innovation to exceed the toughest standards of vehicle manufacturers and tuning shops—so consumers can get the most out of their time behind the wheel, both on the road and on the track. Turn every day into an adventure with Mobil 1, the world’s leading synthetic motor oil brand. Learn more at www.mobil1.us or and follow @Mobil1Racing on Instagram and X. Join us. For the love of driving.

About Feature

Feature.io is reimagining the way audiences experience content in the digital age. By turning passive consumption into active participation, every episode, scene, or song becomes a conduit - authentically linking fans with creators, IP, brands, and studios. Our Smart Content technology encourages engagement, rewards interaction, and fosters fan loyalty. In this new era, we’re establishing the groundwork for Next-Generation Storytelling®, creating an evolved entertainment landscape where fans are no longer merely spectators — they're active participants shaping the content they love.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240516771259/en/

Oliver Permut

oliver@thefeature.io

Source: Mobil 1

FAQ

What is the Mobil 1 and Lollipop partnership about?

Mobil 1 and Lollipop are collaborating on a unique streaming series that combines professional racing with interactive storytelling, set to launch in late 2024.

When is the Lollipop series launching?

The first episode of the Lollipop series is set to launch in late 2024.

How will fans engage with the Lollipop series?

Fans can engage through traditional streaming, interactive experiences, and direct participation within the Lollipop ecosystem.

What is the Mobil 1 Lollipop Racing Helmet?

It is a promotional digital collectible that provides early access to exclusive content and offers for fans of the Lollipop series.

How will Mobil 1 products be featured in the Lollipop series?

Mobil 1's advanced motor oils and lubricants will be integrated into the storyline, enhancing the performance of competing race cars.

What cities will host the Lollipop races?

The first three races will be in Los Angeles, Miami, and London, with additional races across Africa, Asia, Europe, and South America.

What is the significance of the Mobil 1 and Lollipop partnership?

The partnership aims to revolutionize the fan experience by blending advanced technology, storytelling, and global automotive culture, aligning with Mobil 1's legacy in motorsports.

Who created the Lollipop series?

Lollipop was created by the entertainment technology studio Feature and led by David Ayer, known for The Fast and the Furious.