Experiential & Event Marketing
Case Study:
Sunoco Fuel Force
Objective
- Drive dealer/distributor business via NASCAR sponsorship as key category differentiator
- Utilize NASCAR asset mix for internal employee motivation/morale
- Drive store traffic via unique NASCAR imagery, consumer opportunities, licensing, etc.
Strategy
- Positively represent execution reliability via seamless fuel delivery/distribution at-track
- Leverage "Official Fuel of NASCAR" designation and incremental team/driver endorsements to connect with fans and portray brand “planks” of quality, reliability and integrity
- Created two(2) branded vehicles with custom exterior, lights and PA system to visit Sunoco service stations, racetracks, RV campgrounds, and other high traffic areas during race day
- Three-man crews (one driver and two samplers) distributed t-shirts, flags, banners, and stickers to race fans
- Placed one (1) vehicle in Race Day Parade Lap at each race and “shot” t-shirts into the crowd using an air cannon
Results
- For more information, please contact the Millsport office at (704) 262-6500.
