The 76^® social media strategy is invested in connecting with consumers in ways that spark adventure, embodying west coast vibes through and through. The 76 brand fuels the sense of wanderlust we all carry, believing it’s about the journey and the destination, wherever their next journey may take them – whether it’s the beach, the slopes or even the desert. No matter the road they take, 76 always lets consumers know they are On the Driver’s Side^® when it’s time for their next adventure. The 76 social platforms are a place for one-to-one conversations with consumers, where tactical messaging that drives volume to your site(s) becomes an art form creating space for emotional engagement and lasting brand loyalty for your business. 

See below for what the 76 brand has been up to on social this quarter and what consumers can expect to see in the coming months. 

Nail Art: 76 teamed up with Vivian Xue Rahey, a renowned nail artist, to turn west coast landscapes into nail-scapes, painting road trip scenes from beaches, to deserts and mountains. This series played on a popular social trend where followers get to watch artists create masterpieces from start to finish, giving them a behind-the-scenes look at the process and the final product. 76 chose nail art because not only is it a unique medium, but it is art on the go, as Vivian and 76 messaged them as “nails to wear on your next road trip,” seamlessly incorporating the sense of adventure the 76 marketing strategy is founded on into this campaign. 

76 Road Vehicle Dictionary: The 76 Road Vehicle Dictionary didn’t just serve 76-generated content, but created a two-way communication channel with consumers. 76 presented consumers with definitions of driving-specific experiences we have all had, but just didn’t quite have the words for… yet. Consumers were then encouraged to respond with the term they felt fit the definition, creating new words like gashews (Another name for gas station snack nuts), cupostis (When all your cupholders are full and panic arises) and jabarathon (When one tries to put on their seat belt and continues to miss the buckle, many times resorting to frustrated and inaccurate jabbing). 76 then chose the fan-favorite term, and thus, it was put in the dictionary to be used in everyday driving vernacular. This social campaign opens a conversation around these small, yet pertinent, thoughts we have all had, creating a sense of community between 76 and consumers through shared experience. 

Car Affirmations: The 76 Car Affirmations campaign gives consumers everyday reminders and tongue-and-cheek inspirational messages all about driving. Playing off of popular affirmation posters that encourage people to “Live, Laugh, Love,” 76’s affirmations included images of the open road and west coast landscapes, with inspirational messages about driving experiences like “I accept that my glovebox can’t hold any more things,” and “I can overcome an unexpected tightening of the seatbelt.” These posts engaged with consumers by riffing these types of posters and spiritually-enlightened messages for a good laugh, and some good reminders. 

Pac-12 Sponsorship: 76 is entering its sixth year in teaming up with the Pac-12 and their football championship, with the My 76 App being their ticket to win tickets to the championship game. Each social post encourages consumers to fill up with 8+ gallons at your site(s) and pay with their My 76 App for their chance to score prizes, including tickets to the championship game. We are using social media to remind consumers of this ongoing promotion throughout the season, keeping your site(s) top of mind to drive traffic. 

Coming up this fall: During October, we will be celebrating the spookiest season of the year by promoting our 76-branded pumpkin stencils for all of consumers’ carving needs. In November, we are embracing all the fall vibes with locally-designed phone wall papers reminiscent of the coziness fall brings, all with a west coast touch for the perfect background and lock screen. 

Be sure to follow @76 on Instagram, Facebook and Twitter to see what we’re doing to engage with consumers and get them turning into your site(s) for their fill-ups, snacks and sense of adventure.