THE ASK
Murphy USA found themselves needing to purge unused loyalty points from the Murphy Drive Rewards (MDR) App so they asked us to create and test a sweepstakes where members could use their points to enter for a chance to win big.
THE INSIGHT
MDR users are incredibly brand loyal. They love rewards, promotions, and gaming, so we knew the opportunity to snag a prize would get them excited. The approaching busy summer season made it the perfect time to test the concept of a points-based sweepstakes.
THE OPPORTUNITY
To the MDR membership, summer is about travel, the outdoors, and spending time with the ones they love. The MDR Rev Up Your Summer Sweepstakes would bring some excitement to their summer activities, something even more valuable during the pandemic. Entering was as simple as using the MDR loyalty app; cashing in loyalty points for a chance to win weekly $500 prizes or the grand prize of two Polaris ATVs and $3000 cash.
THE CAMPAIGN
We activated the sweeps through in-app call outs, push notifications, SMS, email, and social media. The latter was fairly new to the Murphy Drive Rewards team, but with LOOMIS as a partner they felt confident the promotion would accomplish their goals while building an even stronger MDR community. Plus, it would be a fun ride for all who joined in the conversation.
THE RESULTS
And join they did. The campaign proved that Murphy USA fans are generous, want to provide for their basic needs, and care about family and community — just like Murphy USA. Regular content and conversation were key, generating a 5x increase in engagements and 8x increase in impressions.
