With the use of augmented reality, Sunoco is reinventing how marketers activate around the sport of NASCAR and engage fans.
Through a recent full-page ad in the Charlotte Observer tied around its ‘Essence of Racing’ campaign from 2016 — specifically how ‘sound’ plays into motorsports — the Official Fuel of NASCAR gave fans an opportunity to bring the newspaper to life as they witnessed various sounds from the racetrack. Sunoco is one of the early brands in sports tapping into the emerging technology.
As Mark Burford, Director of Marketing Strategy and Creative Development explained, leveraging augmented reality complemented traditional media as the brand constantly thinks of ways to deeply engage consumers through different creative strategy and digital initiatives.