Kathleen Hochul, a Hamburg town council member, introduced a resolution calling for such protests. She was inspired to do so after hearing that county commissioners from Bee County, Texas did the same. Hochul's resolution passed unanimously in Hamburg, but not everyone in the town is pleased - especially the local operators of the ExxonMobil stations.
While I'm a fan of picking on ExxonMobil, I don't know that one oil company can be singled out to boycott. Those who don't go to ExxonMobil stations still need gas, and will fill up at a 'competitor' down the road. Plus, there is the question of whether or not it will even make a difference at all to the oil giant's giant bottom line.
I like the fact that people (okay, Americans) are finally feeling the pinch and are making some mild noise about it, but I don't know that those who are steaming over the spike (or even the American mainstream media contributing to this news blitz) are making the connection between oil consumption and the U.S. as a (fuel inefficient) car dependent society. If you decide to boycott ExxonMobil, you'd also better be prepared to stop driving your GM vehicle.