Left wing? Right wing? They’re both delicious.

First off… Quaker Steak & Lube’s social media fans aren’t just engaged. They’re incredibly passionate fans of the brand that aren’t afraid to engage and create content. So how could we build off their fervor and create a buzz by finding out which of them is the Lube’s biggest fan?

So we… Answered that question by creating a campaign strategically timed to displace the boredom and ennui of the political season. We challenged the Lube’s fans to stand up and nominate themselves as Mayor of Lube Nation. Starting with a field of 16 hungry fans, each week had a different challenge, ending with two die-hards going beak-to-beak in a Twitter debate.

And then… Ken Rumbaugh was elected “Mayor of Lube Nation,” gaining unprecedented brand involvement: attending grand openings, getting a parking spot for life at his home Lube and even eating the chain’s billionth wing sold. Best of all, the campaign reached 10.8 million people and won the 2013 PR NEWS Social Media Icon Award.

We contributed, as a team or individually, to the following work created and produced by Gatesman.