You need a big personality to represent a brand like Big Gulp. It must embody core brand values including strong, family-oriented and authentic. Couple that challenge with bringing together four distinct brands – Discovery Channel, Orange County Choppers, 7-Eleven and Coca-Cola. What resulted was The Ultimate Ride.
This program had it all, including strategy and concept development, in-store (10,000 locations throughout North America), digital, media promotions (over 100 radio promotions), loyalty program, online auction, prize fulfillment (over 10,000 prizes), event production, talent negotiations, remote broadcast, cause marketing, travel fulfillment, sponsorship marketing, broadcast media promotion, publicity, VIP hospitality and creative.