Sports Marketing: Sunoco Targets NASCAR Fans - Event Marketer

Sports Marketing: Sunoco Targets NASCAR Fans

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Sunoco is bringing together four of NASCAR’s top drivers—Dale Earnhardt Jr. Tony Stewart Kasey Kahne and Jimmie Johnson—with Orange County Choppers (of Discovery Channel’s “American Chopper” fame) to design a custom motorcycle for each driver. Sunoco is the fuel category sponsor of both NASCAR and OCC. The drivers put their own personal touches on the design and each will be immortalized with his bike on an autograph trading card called a “hero card ” complete with a photo of the driver and his bike on the front and vital stats on the back.
The drivers will be presented with their completed bikes this weekend at The New Hampshire International Speedway when it hosts Speed Channel’s NASCAR RaceDay program. The drivers will be available to selected media partners during the presentation where a photo shoot will produce the official trading-card pictures.
 In September and October consumers will receive one trading card for every ten-gallon fill-up at one of more than 4 700 participating Sunoco stations. A new card will be introduced every week. Consumers who collect all four trading cards can enter an online sweepstakes for the chance to design their own Orange County Chopper custom motorcycle. This is Sunoco’s third year as the fuel category sponsor of NASCAR but its first with Orange County Choppers. “It made sense to marry these two sponsorships because the demographics are so similar ” Chris Buitron senior brand marketing manager with Sunoco told Buzz. “One is about high-performance cars the other is about high-performance bikes and we are about high-performance gas so it’s a perfect match. NASCAR is a natural fit for us and this program is a way to continue our messaging and to reach the NASCAR fan.” Agency: Millsport Dallas.


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