SUNOCO • FILL OF VICTORY
WEB DESIGN & DEVELOPMENT • UI
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. Sunoco’s rich, 130 plus-year heritage, legacy and reputation for innovation, and commitment to its local communities are foundational elements of this iconic American brand.
Sunoco is the Official Fuel of NASCAR® and has more than 50 other professional racing series. The goal was not only to raise awareness that Sunoco gas is used in all the races they sponsor but to engage them by allowing them to compete to win prizes while reinforcing that Sunoco fuel is “What’s Inside.”
To build engagement at gosunoco.com, we designed an addictive online game that gave visitors a virtual NASCAR experience. Our cyber race—and the campaign promoting it—brought 177,000 new visitors to the site, boosted user opt-ins by 26,000, and increased time spent online by 35%. The game helped instill brand trust by reinforcing the message that Sunoco is the actual fuel used in NASCAR races. It also helped drive traffic to both gas pumps and APlus stores by offering exclusive gas prizes and coffee coupons throughout game play.