BP Refuels Fan Excitement at Bathurst 1000

Opportunity

BP were eager to boost fan engagement at the Bathurst 1000 event, and maximise excitement for the fans both at Mount Panorama and beyond.

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Solution

Together with RCKT we ran a national BP consumer promotion, encouraging fans to refuel their excitement in more ways than one. The campaign featured a branded activation at the event along with activity across BP forecourts in the area. A key component of the campaign was our custom-built BP Refuel Game where fans could show off their skills by trying to stop a refuel counter as close to the target fuel load. With a live leaderboard to keep the competition fierce, fans couldn’t resist coming back for another go to beat their best score.

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Result

Across the weekend, the game attracted over 6,600 plays via physical activations, proving to be a fan-favourite and driving strong engagement for BP. By extending play to BP service stations beyond the track, Greenroom and RCKT ensured that fans could keep the excitement going while driving to and from the event.

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