Wheel of Destiny

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.