Symphony of speed: Sunoco takes sound of track to fans
|Sunoco distributed about 75 custom boomboxes to media, drivers, influencers and fans.
■ Who did the deal? Sunoco works with MKTG (formerly Team Epic) for sports marketing, where vice president Sakiya Daniel heads up the account. Sunoco also works with Allen & Gerritsen for PR, where Wick Vipond, vice president of business leadership, heads up the account. Burford heads up sports marketing for Sunoco.
|A mobile app allows fans to choose sounds of the racetrack to conduct their own symphony.
■ How did the activation work? Consumers could go to a special page on Sunoco Racing’s website, where they were prompted with a custom soundboard that had a range of different sounds in three different forms depending on if you were on the IndyCar, NASCAR or NHRA tab. For example, the IndyCar engine sound was a bit higher pitched than the NASCAR engine sound. If you were an influencer lucky enough to receive one of Sunoco’s custom-made cardboard boomboxes it sent out as part of the activation, you could then plug your device up to the boombox and play the beat.
■ Why is it unique? Sunoco played to the appeal of the human senses in a way that is a bit off the beaten path. By creating a soundbox where you could create a mix of sounds from the track, and sending out boomboxes to influencers to help amplify the message, Sunoco found an interesting way to underscore its connection to the racetrack.
■ Why do we like it? Unique and cerebral creative that is outside the box has a way of getting people’s attention, both consumers and media. For example, Burford conceded that his team created a bit of a challenge — albeit a good one — for itself after year one. It left big shoes to fill after the mainstream media pickup of the racetrack-scented cologne “went past our wildest expectations,” he said. In year two, those who worked on the project said the campaign achieved its goal of deepening engagement, with the average time spent on the site much higher including some users spending upward of 12 minutes making beats.