SUNOCO • FILL OF VICTORY

Sunoco has grown from its humble roots as a small oil company in Pittsburgh, PA, to one of the largest fuel distribution companies in the United States. Its rich 130‑plus‑year heritage, reputation for innovation, and commitment to local communities are foundational elements of this iconic American brand.

As the Official Fuel of NASCAR^®, Sunoco powers more than 50 professional racing series. The campaign goal was not only to raise awareness that Sunoco gas is used in every race they sponsor, but also to engage fans by letting them compete for prizes while reinforcing the message that Sunoco fuel is “What’s Inside.”

My Role

As Digital Creative Director and game designer, I led a team of five in concepting, designing, and delivering an interactive experience that transformed Sunoco’s brand message into an engaging digital activation. I guided both creative strategy and technical execution, ensuring the game aligned with Sunoco’s heritage while appealing to NASCAR fans and casual visitors alike.

The Solution

To build engagement at gosunoco.com, we designed an addictive online racing game that gave visitors a virtual NASCAR experience. The cyber race—and the campaign promoting it—delivered measurable impact:

• 177,000 new visitors to the site
• 26,000 new opt‑ins
• 35% increase in time spent online

The game instilled brand trust by reinforcing that Sunoco is the actual fuel used in NASCAR races. It also drove traffic to both gas pumps and APlus stores by offering exclusive gas prizes and coffee coupons throughout gameplay.

Impact

By blending game mechanics, storytelling, and digital brand strategy, our team created a campaign that not only entertained but also deepened consumer connection to Sunoco. The project demonstrated how interactive experiences can transform brand awareness into measurable loyalty and retail traffic.