Case Study
Tank 5:
Phillips 66

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The Challenge
Phillips 66 is the marketing arm of ConocoPhillips, which oversees retail gas brands across the United States. They were facing a crisis, as certain markets were underperforming, demonstrating low gas sales and little customer interaction with the retail stores attached to the gas bars. Their existing promotional efforts were proving costly to operate and fulfill, with few clear wins to show for it. They approached SCAinteractive in search of a solution to increase engagement and sales, and connect with a younger audience.
The Solution
We developed the concept and technology behind a new game for retail gas customers. The game allowed customers to not only play immediately upon filling their tanks, but earn and redeem their reward all in one trip. We called it Tank5.
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After filling their tanks, customers were given a game card, which was actually a branded, active gift card. By texting in the code on the back of the card, 1 in 5 customers were automatically given a cash reward. The best part? The cash was available on the gift card immediately, so the customer could redeem it without leaving the store.
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The Results

Tank5 was a win for everyone. Our strategy allowed us to give out more prizes to more winners, at a lower cost to Phillips 66. Tank5 ran for more than 5 years, increasing gas sales in every market that participated, and proving customer engagement with redemption rates exceeding expectations by nearly 300%.

In 2016, Tank5 won the PAY FORWARD Award for Best Incentive/Promotions Program.

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