Sheetz x All American Rejects

Northeast gas-station chain Sheetz wanted to bring music, cultural relevance & buzz to their loyal fans in Pittsburgh. As it so happened, The All American Rejects were making headlines last summer for their House Party tour -- built around surprise reveals, ground‑level sets, and intimate access. And we thought, if it works for backyards, it'll work for parking lots. So we connected with the band to have them add Sheetz to their tour. But it was kept a surprise.
To announce the surprise concert on the day of, the band showed up at a local Sheetz to work the lunch shift outfitted in Sheetz jumpsuits. As the band took over the store, we released social videos to help tease the location of their performance that night. Throughout the day, the content became more and more deliberate about the location of the concert.
Come showtime, over 1800 fans dropped everything, and stormed the Sheetz McKees Rocks location, jumping at the chance to see one of their favorite bands up close and personal.