As the official fuel of NASCAR, Sunoco has high awareness and visibility among NASCAR fans. The challenge was that Sunoco did not have an activation footprint at the races each weekend.
Create a cost-effective activation footprint for Sunoco to reach out directly to consumers with offers from their A-Plus Rewards loyalty platform, and a footprint from which they could distribute free, branded merchandise.
Leveraging an existing mobile stage, serving as the centerpiece for the Midway at dozens of NASCAR races every year, the Iron Globe team was able to co-op the footprint in return for free gasoline cards. This approach allowed Sunoco to secure an activation footprint at a fraction of the retail cost. Additional branding on trucks and vehicles provided similar footprints at NHRA (National Hot Rod Association), and NCAA football tailgates.