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.