Case Study: Sinclair achieves 3.9M station visits with Balcom Agency’s integrated campaign

Sinclair drives 3.9M station visits with Balcom Agency

Sinclair, a century-old oil and gas brand, tasked the Balcom Agency with developing an integrated marketing campaign to drive awareness and visits to its over 1,600 gas stations across more than 30 states. The challenge was to reach a massive and diverse audience of all driving adults through a mix of traditional and digital media.

The Balcom Agency developed a campaign centered on Sinclair's iconic DINO mascot and the concept of "Filler Moments." The solution included a robust digital media buy on platforms like Waze and GasBuddy, connected TV commercials with QR codes, and a unique partnership to turn the Waze car icon into a DINO. This strategy resulted in 160 million impressions and 3.9 million tracked station visits, delivering a remarkable $178 return on ad spend for every $1 invested by the second year.

Sinclair