Sunoco's Free Fuel 5000
idea
Give Sunoco's seventh annual "Free Fuel 5000" promotion a fresh look while authentically connecting with a younger audience and increasing the brand's social media following.
ignition
To bring the idea to life, we negotiated a partnership with 11-time X Games gold medal winner and newest member of the NASCAR racing community, Travis Pastrana.
The kick-off event took place in Las Vegas featured Pastrana performing a 75-foot, ramp-to-ramp motorcycle jump over the familiar Sunoco logo and enough barrels to hold 5,000 gallons of Sunoco fuel – the amount of fuel that will be awarded to the grand prize winner of Sunoco’s Free Fuel 5000 promotion.
To support the program, a series of three viral videos, featuring Pastrana’s jump, will live on Sunoco’s social media networks (YouTube, Facebook, Twitter) driving awareness, excitement, and participation throughout the promotion.
We extended the reach of the campaign by connecting with Pastrana’s other partners, including Pastrana Waltrip Racing, Nitro Circus, DC, Red Bull and Boost Mobile allowing us to tap into their vast social media networks. Pastrana is and his partners are posting frequently each week, generating additional buzz around the promotion.
Fans are also able to download an action shot of Pastrana and post the image as their avatar on Facebook for a chance to win Sunoco swag weekly.
impact
One day after first Pastrana video launch…
- Generated 1.8 MM+ Facebook impressions
- Tweeted to over 300,000 fans with #FreeFuel5000 hashtag
- 8,500+ views on Sunoco’s YouTube channel
In just over two weeks…
- Generated 20% more “likes” to Sunoco’s Facebook page as compared to normal daily “like” increases
- 13,000+ views on Sunoco’s YouTube channel
- 6% increase in Sunoco’s Twitter following
Two more Pastrana videos will launch before the end of the Sunoco Free Fuel 5000 promotion.
