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Opinions are like you-know-what’s... ...and drive every action in social. Exxon & Mobil needed a way into Facebook that gave them a fighting chance. If the focus could shift from the corporation to the consumer, we may be able to siphon off some of the fuel that would flame traditionally branded posts.

So what links Exxon & Mobil with their customers? Turns out the answer isn’t what links them, but where. Retail locations - gas stations - represent more than a place to fill the tank. They represent a beacon of hope to make your journey better. We pull into them to take a break, plan our route, load up on snacks and (last but not least) pee.