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How Do You Impress NASCAR Fans? A High-Powered Experience Unlike Any Other.

March 23, 2016
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In February of 2016, the historic Daytona International Speedway capped off a massive $400-million-dollar renovation project known as “Daytona Rising” in preparation for the Daytona 500. This expansion improved the fan experience by adding seats, concession stands and 60 luxury suites- along with several other amenities. The expansion also added 5 new entry gates, known as injectors, to the already impressive façade.

Rossetti Architecture and Dimensional Innovations joined forces to help Sunoco, one of the injector sponsors. Sunoco, known as the “Official Fuel of NASCAR” and a leading gasoline provider, wanted to create a truly unique fan experience and provide a brand introduction throughout their designated entrance and the adjacent concourse.

“When you think about Sunoco, you think about what their physical role is in the sport and how you can take that and create an experience out of it.” said Wick Vipond, VP of Allen & Gerritsen, the creative agency for Sunoco.

Watch the video below to see the Sunoco Injector.

Sunoco’s experience at Daytona includes full branding on the building’s façade, as well as large scale graphic panels throughout the injector and the concourse.  Dimensional Innovations created unique elements for Sunoco inside the concourse including multiple custom fuel tankers that activate the concourse with powerful video, LED lighting displays and other storytelling elements. The huge tankers fully immerse the viewer as they make their way to their seat.

See how these massive interactive fuel tankers came together.

The activation also includes a Victory Flag, which is a massive 25’ x 40’ aluminum structure that evokes the end of the race’s iconic flag wave. The flag completely takes over part of the concourse and acts as a portal to the Sunoco brand. Not only did DI design, engineer, build and install the flag in less than 60 days, but it also includes 2,000 RGB LEDs and custom woven wire mesh. Every single part of the flag is unique, creating a truly one-of-a-kind feature for the Sunoco brand.

Watch the time lapse video on the making of this iconic flag.

These items, along with varying other environmental graphics, brand opportunities and fan-centric displays, helped Sunoco wave the victory flag at a truly powerful brand footprint at Daytona International Speedway.

Want to get the full experience? Watch this 360 degree video.