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LOS ANGELES — ampm took over Dodger Stadium during the June 24 baseball game, when the convenience store chain's spokes-creature, Toomgis, recruited Los Angeles Dodgers third baseman Justin Turner to help him find a summer job.
In advance of gameday, five humorous social media videos depicted Toomgis, whose name stands for Too Much Good Stuff, seeking to expand his skillset.
In the videos, after sharing his resume with Turner, who is often compared to Toomgis due to their orange beards, Toomgis comes to the stadium to try out several jobs. This includes stadium groundskeeper, trainer for Turner and bat boy.
"We're very proud to see how successful ampm's relationship with the L.A. Dodgers has grown over the last three years," said Donna Sanker, chief marketing officer, BP Fuels North America. "We think Dodger fans and ampm customers alike will really enjoy seeing the story of Justin Turner and Toomgis' friendship playing out both in social media and on the field."
The team-up culminated in Toomgis throwing the first pitch at the Dodgers vs. Rockies game on June 24, with Turner catching and helping Toomgis prepare for his most important job yet — securing a spot on the team.
In addition to the first pitch, ampm's stadium takeover included full-day activations at the stadium, including:
- An interactive video booth that allowed fans to create short videos with a variety of backgrounds to share on social media;
- A Toomgis "snack cam," replacing the "kiss cam," that captured fans as they snacked during the game;
- Toomgis-beard fan masks for the first 40,000 fans in attendance; and
- The chance to take a selfie with Toomgis standees located at select stadium entrances.
On game day, ampm also had banner ads and a takeover of the Dodgers' MLB webpage, plus a geo-targeted Snapchat filter at Dodger Stadium.
ampm's strategic partnership with the L.A. Dodgers has evolved in recent years, including the addition of Dodger Dogs being offered at participating ampm c-stores, as CSNews Online previously reported. This year, game attendees can buy a special collectible fountain cup at the stadium and bring it to any ampm for a special refill price.
A division of BP America Inc., ampm operates in six western states: Arizona, California, Nevada, Oregon, Utah and Washington.