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PHILADELPHIA -- Using its sponsorship of motorsports, including NASCAR and the Orange County Choppers (OCC), Sunoco will fuel a fall promotion using coded trading cards, which will feature photos of NASCAR drivers posing with their OCC-modified bikes, Media Post reported.
"When we looked at demographics of NASCAR and demographics of fans who watch American Chopper there was absolutely a strong correlation," Chris Buitron, senior brand marketing manager for Sunoco, told Media Post.
The effort is made possible through the Charlotte, N.C., office of Millsport, the sponsorship consulting division of The Marketing Arm. Drivers featured include: Dale Earnhardt Jr., Tony Stewart, Kasey Kahn and Jimmie Johnson, who all will receive specially designed motorcycles by OCC.
The bikes will be presented to drivers at New Hampshire International Speedway, where photos will be taken for the collectible Hero cards, according to Bruce Moseley, Millsport's account director on Sunoco.
During the promotion, which will run during September and October, Sunoco retail customers will receive one OCC Driver Bike Autograph Card with a 10-gallon purchase. When a consumer collects all four cards, they can enter to win the grand prize -- the opportunity to design their own OCC-customized chopper.
Sunoco will support the campaign with print, radio and Internet ads, with a primary focus on motorsports and NASCAR publications. As the official fuel of NASCAR for the past three years, Sunoco will retain the title until 2015, according to Buitron. The company also advertises on TV broadcasts of NASCAR events and has a branded presence in the OCC garage.