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FUEL YOUR ADVENTURE – BP & Jurassic World: Fallen Kingdom

While on the hunt for our next blockbuster promotion, we found out that BP were looking for a promotional campaign that would help drive fuel sales during the summer. They needed a property that engaged adults/drivers, but also one that appealed to their families/kids in equal measure, wanting content and prizes that would keep kids entertained.

Their ‘Fuel Your Adventure’ collaboration was hatched in association with Jurassic World: Fallen Kingdom – a movie franchise that’s all about evolution, innovation, advanced technology and adventure, fitting BP’s brief perfectly.

Across 1,300 BP service stations and forecourts, OOH advertising and promotional POS pushed the campaign, offering consumers the chance to win themed prizes with the purchase of BP fuel.

With a headline Hawaii trip up for grabs, thousands of Jurassic World VR head sets were also on offer, with 50 to be won every day during the 8-week summer promotion. BP also gave families the opportunity to download and play a variety of Jurassic Word themed games to keep their journeys interesting.

The OOH and POS promotion included forecourt posters, branded bollards, nozzle talkers, self-service wobblers and peel to reveal scratch cards to participate in the BP competition.

BP goes head to head with Shell this summer who are also leveraging film with activity around Paramount’s Mission Impossible: Fallout.  Who did it better… you decide!

Jurassic World 2: Fallen Kingdom is in cinemas today.