SAN RAMON, Calif. -- Although he hasn’t picked a side in the superhero “civil war,” Chevron ExtraMile’s new mascot ExtraMan is definitely the friend of the consumer, according to the convenience-store chain.
Extraman is the face of the retailer’s new ‘Extras. Every day.’ campaign, part of what the company said is an ongoing commitment to provide value while highlighting a routine that is “more rewarding” to customers.
ExtraMan knows the heavy convenience-store user well, the company said, “because he is one. He knows what they like. He knows what they want. And he knows they may not think about things like a clean store, well-organized shelves and friendly employees, but they appreciate them just the same.”
The tongue-in-cheek character will be seen across all media platforms, including 15-second and 30-second television spots on highly viewed cable stations and prominent Hispanic networks. He will also have a major presence the point of sale, in store and at the pump throughout gas stations in California, Oregon and Washington.
For the first time, ExtraMile has moved into social media, offering fun reminders of special deals while “surprising and delighting” select individuals who post specific comments with ExtraMile offers.
This animated campaign will also be featured on a variety of other digital and audio channels where consumers get to know the voice and personality of ExtraMan as he introduces the new campaign and offers up his enthusiasm for all the extras and offers he finds at ExtraMile.
San Ramon, Calif-based Chevron opened the first ExtraMile convenience store in 2005. Chevron has 727 franchised and company-owned locations throughout California, Oregon and Washington.
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