2023
Entrant Company
SCAinteractive
Category
Integrated Marketing - Promotional
Client's Name
Phillips 66
Country / Region
United States
Experience Level
Agency
The objective of the Wheel of Destiny program was to raise awareness for the Phillips 66, 76, and Conoco apps to encourage downloads and recurring usage across the 3 brands. To address these objectives, SCAi designed an in-app engagement architecture that required deep integration between SCAi, app developer P97, and gift card provider SVS. Carmichael Lynch supported the program with asset development and communication strategy.
The Wheel of Destiny program, motivated users to download the relevant branded app, create and account, and link a payment method to their account. Once complete, they could purchase fuel using the app. With each qualifying purchase, the user would be provided a spin of the Wheel of Destiny to see if they won a prize. The true effectiveness of the program, however, was realized through how prizes were fulfilled to winners. Through the deep integrations between platforms, we were able to reward winners with actual cash value directly to a 'stored value' account within their app - instantly! This meant that every winner's app held actual cash value for use on their next purchase. The idea being that as users won 'stored value' within the app, they would be motivated to use the app again to take advantage of their winnings. In doing so, we are reinforcing both the mental connection between filling up with fuel and using the branded app, as well as reinforcing familiarity and the ease of using the app to make fuel purchases.
Entrant Company
Dragon Horse Agency
Category
Video / Web Based Productions - Motion Graphics
Country / Region
United States
Entrant Company
Gravity Global
Category
Advertising - Online AD (Campaign)
Country / Region
United Kingdom
Entrant Company
Konstruct Digital
Category
Website - Business to Business
Country / Region
Canada
Entrant Company
TeleStory Pictures, LLC
Category
Video / Web Based Productions - Wedding
Country / Region
United States