Fuel promotions marketing is usually straightforward. In other words, about as interesting as a dentistry seminar. We wanted to find a way to tap into the enthusiasm of NASCAR fans while tying it directly to Sunoco’s offer of 5 cents back on every gallon. So we showed the human side of NASCAR, and what started out as a single-spot assignment has grown into four tv spots, radio, social media, print, OOH, digital display, and led to a 44% increase in applications.