National TV Campaign, Experiential Event Sponsorship and Branding across More Than 5,000 Retail Locations Headlines Sunoco’s Integrated Marketing Strategy
DAYTONA BEACH, Fla. (Dec. 2, 2015) – Sunoco, the Official Fuel of NASCAR®, will be honored Thursday with the 2015 NASCAR Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards Luncheon held in the Encore Ballroom at Wynn Las Vegas.
Since 2004, the iconic red and blue Sunoco can has been a fixture at the track each weekend, fueling the most competitive racing in the world. The best drivers in the world rely on Sunoco race fuel to get the most out of their cars, win races, and ultimately, championships. Off the track, Sunoco utilized an integrated marketing approach to engage fans, customers and employees through promotions, B2B, digital, broadcast, event marketing and social media.
This year, Sunoco debuted its national campaign “Burnt Rubbér” featuring NASCAR Sprint Cup Series driver Jimmie Johnson in dramatic television creative. The campaign aired both during and outside motorsports programming, featured digital and social extensions, and was supported with earned media and at-track activations. The creative approach garnered more than 255 million impressions and nearly nine million engagements since its launch in May.
“For the past 12 years Sunoco has been synonymous with high performance both on-and-off the track,” said Steve Phelps, NASCAR chief marketing officer. “Delivering a creative multi-channel marketing campaign that produced engaging content and drove positive business results made Sunoco a highly worthy recipient of the Marketing Achievement Award.”
Playing an integral role across key NASCAR industry programs, Sunoco continues to invest heavily in NASCAR’s rising and diverse stars through its involvement with the Sunoco Rookie of the Year Award and the NASCAR Drive for Diversity program. This year, Sunoco became the fourth founding partner of Daytona International Speedway’s DAYTONA Rising project and is the new presenting sponsor of NASCAR Victory Lap fueled by Sunoco.
“It is an honor to accept this award on behalf of our employees and retailers who bring the Official Fuel of NASCAR to our customers at over 5,300 Sunoco retail sites across the country,” said Cynthia Archer, Executive Vice President and Chief Marketing Officer, Sunoco. “Since 2004, Sunoco has been proud to fuel over 12 million miles of spectacular NASCAR racing. We are thrilled to partner with the entire NASCAR racing community and look forward to fueling great victories for many years to come.”
Sunoco continues to engage consumers through its Free Fuel 5000 program, a loyalty promotion that awards one grand-prize winner 5,000 gallons of gas, enough to last 100,000 miles. Customers can stop into local stations to pick up a Sunoco/NASCAR decal to display on their cars with the chance that a “spotter” will stop the driver and give them a $10 gift card and a chance to win the grand prize. Sunoco has 100 percent participation in the Free Fuel 5000 program across all of its stations.
Other previous winners of the NASCAR Marketing Achievement Award include Coca-Cola; Mars, Incorporated; Nationwide Insurance; Sprint; and Toyota.
NASCAR Sprint Cup Series Champion’s Week will culminate with the NASCAR Sprint Cup Series Awards, where this year’s Chase drivers will be recognized for their accomplishments on stage before a star-studded audience comprised of teams, owners, celebrities and fans. Coverage of the NASCAR Sprint Cup Series Awards on NBCSN will begin at 8 p.m. ET from the red carpet, followed by the awards broadcast at 9 p.m. ET. Motor Racing Network and SiriusXM NASCAR Radio will also begin coverage at 8 p.m. ET.
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States. NASCAR consists of three national series (the NASCAR Sprint Cup SeriesTM, NASCAR XFINITY Series™, and NASCAR Camping World Truck Series™), four regional series, one local grassroots series and three international series. The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. Based in Daytona Beach, Fla., with offices in eight cities across North America, NASCAR sanctions more than 1,200 races in more than 30 U.S. states, Canada, Mexico and Europe. For more information visit http://www.NASCAR.com and http://www.IMSA.com, and follow NASCAR at www.Facebook.com/NASCAR and Twitter: @NASCAR.