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.
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.