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In an unusual promotion, ARCO surprised its biggest fan—yes, retail gas-station brands have fans, too—with a gift that clearly meant the world to him and his girlfriend.
It all began when ARCO agency RPA in Santa Monica, Calif., noticed Alfredo Garcia posting numerous selfies from ARCO stations on social media. They soon realized they'd discovered a bonafide superfan. Intrigued by Garcia's brand love and backstory (the former Air Force lieutenant colonel runs marathons and loves comic books and cosplay), the agency decided to acknowledge him in a special way.
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