Imagine leaving a convenience store and walking right into the set of a game show. That’s what happened to customers of Sheetz #676 in Durham, North Carolina, who were greeted in in front of the gas pumps with colorful carpeting, cameras, mics—and Wayne Brady.
They played “Way to Sheetz” with the “Let’s Make A Deal” host—an impromptu series of challenges designed to promote the Sheetz app. Contestants competed to build and buy the heaviest sandwich in the app (landing the winner a year’s supply of free gas), raced through the aisles to scan items and physically climbed to advance in rank as a loyal Sheetz customer. Additional prizes included Sheetz gift cards and a week-long stay at a themed Airbnb, the “Sheetz Shateau.”
The campaign from Joan also includes radio spots, social posts and in-store messaging and runs through the summer travel season. Joan Studios, the agency’s full-service, in-house production studio, produced the game show.
Joan won creative agency of record duties last year. “Joan stood out in the pitch process for their ability to recognize and deliver on Sheetz’s unique essence and brand persona,” said Tamara Dunkley, senior brand design manager at Sheetz, in a statement. “We’re excited to begin a long partnership which will push the brand to a bigger, bolder future.”