76® took center field as the Official Fuel Sponsor of the 2026 College Football Playoff, leveraging the national spotlight to connect with fans in a big way. The fully integrated activation was designed to drive traffic to stations, increase Fuel Forward® App usage, and engage audiences through a fun, high‑impact campaign that showed up wherever fans were following the postseason.
Bringing the Postseason Excitement to Life
To capture the energy of the postseason, 76® launched The Go Route sweepstakes, giving fans the opportunity to win a VIP experience and tickets to the National Championship Game in Miami. The promotion created excitement both at the pump and online, encouraging participation and brand interaction nationwide while tying directly into the passion of college football fans.
A Powerhouse Collaboration
To amplify the campaign, 76® teamed up with one of college football’s most recognizable voices — Kirk Herbstreit — and his iconic dog, Peter.
Kirk and Peter appeared across social, TV, and digital touchpoints, including website and sweepstakes creative, helping bring The Go Route to life in an authentic, relatable way that resonated with fans throughout the playoff run.
Strong Social Performance
The social campaign delivered impressive results across nine posts:
- 330K impressions
- 6.3% engagement rate
- 20.1K engagements
- 467 shares
Kirk appeared in six of the nine posts, playing a key role in driving overall performance. In addition to brand‑led content that amplified The Go Route messaging and extended campaign reach, Kirk also leveraged his own social channels—further boosting visibility and engagement across audiences.
Stay tuned for more exciting campaigns and engagements, including upcoming activations, sweepstakes, and brand moments happening across the country.
