{"id":345,"date":"2016-09-16T19:01:44","date_gmt":"2016-09-16T19:01:44","guid":{"rendered":"https:\/\/theadclub.org\/theadclub-2\/?p=345"},"modified":"2016-09-16T19:01:44","modified_gmt":"2016-09-16T19:01:44","slug":"surprise-delight-plan-activation","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2018\/2016\/09\/16\/surprise-delight-plan-activation\/","title":{"rendered":"Surprise &#038; Delight Plan Activation"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2016 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Surprise &amp; Delight Plan Activation<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>Allen &amp; Gerritsen<\/strong> for Sunoco<\/span><\/h3>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2016\/09\/allen_and_gerritsen-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2016\/09\/allen_and_gerritsen-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2016\/09\/allen_and_gerritsen-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/-uUfsxNXi38?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<p class=\"p1\">Sunoco is the Official Fuel of NSCAR, INDYCAR and the NHRA.<\/p>\n<p class=\"p1\">While conventional motorsports advertising tends to be drivers in their fire suits spouting testimonials with a bunch of sponsor logos, we wanted to tap into the thrill of racing, that unique visceral experience that it provides, and Sunoco\u2019s love for the sport. Because there\u2019s nothing like the sights, sounds and smells of race day.<\/p>\n<p class=\"p1\">So how\u2019d we bottle all this up?<\/p>\n<p class=\"p1\">We enlisted the best-known drivers in motorsports, like Jimmie Johnson, to star in a high-fashion campaign for a new fragrance created by Sunoco. And then we actually invented it. And called it Burnt Rubb\u00e9r.<\/p>\n<p class=\"p1\">We developed a non-traditional concept that broke through the typical in-race buy. That started with the media and our key influencers. Our Burnt Rubb\u00e9r PR outreach catapulted the product and brand into a whole new conversation you wouldn\u2019t have expected. The brand became a hot topic in fashion magazines, with lifestyle bloggers and pretty much became part of the pop culture conversation overnight.<\/p>\n<p class=\"p1\">Social, print, and broadcast also created demand among core motorsports fans. Through all our media, fans got a glimpse of their favorite drivers\u2019 personalities by seeing what it was like to try out and be the stars of a high fashion fragrance campaign. The buy included TV (FOX, ABC, ESPN), Print (USA Today), NASCAR.com homepage takeover, paid search and digital pre-roll. And some were so inspired they\u2019d do anything to get their own bottle of Burnt Rubb\u00e9r (even bidding on eBay).<\/p>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2016 Maven Awards Surprise &amp; Delight Plan Activation Allen &amp; Gerritsen for Sunoco Sunoco is the Official Fuel of NSCAR, INDYCAR and the NHRA. While conventional motorsports advertising tends to be drivers in their fire suits spouting testimonials with a bunch of sponsor logos, we wanted to tap into the thrill of racing, that&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-345","post","type-post","status-publish","format-standard","hentry","category-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2018\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/345","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/comments?post=345"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/345\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/media?parent=345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/categories?post=345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/tags?post=345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}