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.
TELEVISION
The Institute was made for television, with its sleek design and functional areas like the dirty water vault, the innovation lab, and the party room. The DOC is the perfect tour guide to walk our viewers through a variety of real-life messes, while demonstrating the cleaning power of the Rug Doctor system.
RADIO
Original music and sound design scored by Luminous Sound Studios brought it all together. For the radio campaign, we gave The DOC his own call-in show where he offers solutions to caller’s problems.
PRO DEEP CLEANER RADIO
“URINE ELIMINATOR” :30 RADIO
#DISGUSTIFACTION
The campaign also introduced a word we coined to express the feeling inspired by cleaning with Rug Doctor, specifically at that moment when you see the dirt that came out of your carpets – during the post-clean water pour. “Disgustifaction,” a mashup of disgust and satisfaction, became a word you’ll now find the definition for on Urban Dictionary.
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.
“It’s really fantastic to have a partner that’s a one-stop shop, where I can get everything done, my brand is consistent, and I get the thinking as though the digital department is an entrepreneur unto themselves.”
– Jan Valentic, CMO of Rug Doctor
