Sunoco’s Tailgating Success at Gillette Stadium

Client: Sunoco
Market: Boston
Media: Sidewalk Decals Quantity: 100
Size: 36”x36”

Activation Brief

Ayden Activation Group collaborated with Sunoco’s media buying agency to captivate tailgaters at Gillette Stadium during the highly anticipated return of Tom Brady (Tampa vs. Patriots) football game. The goal was to promote Sunoco Rewards and their mobile app to the enthusiastic crowd of fans. Ayden took full responsibility for producing, installing, and strategically scouting locations within the tailgating parking lots, walkways, and entrances of the stadium before the activation. To ensure maximum impact, the team installed eye-catching decals overnight in prime parking lot locations, guaranteeing high visibility and engagement.


Ayden Activation Group’s partnership with Sunoco and its use of guerrilla marketing tactics crafted an unforgettable brand experience for tailgaters at Gillette Stadium. Through captivating decals strategically placed, Sunoco effectively engaged passionate football fans, leaving a lasting impression and driving brand recognition and loyalty. The activation’s impact extended beyond game day, showcasing the power of experiential and guerrilla marketing to achieve objectives and solidify Sunoco’s position as a leading brand. Ayden Activation Group’s expertise in impactful activations using guerrilla marketing techniques was evident, leaving no doubt about the effectiveness of their approach.


The Sidewalk Decal campaign at Gillette Stadium proved to be a success for Sunoco. The eye-catching and strategically placed decals attracted significant attention from tailgaters and passersby, effectively promoting Sunoco Rewards and their app. The campaign generated a surge in interest and interaction, with many fans downloading the app and signing up for Sunoco Rewards during the activation.