Wheel of Destiny | SCAinteractive

The Objective

In the summer of 2021, Phillips 66 launched the "Wheel of Destiny" promotion to engage customers and encourage the use of their My Phillips 66® App. This initiative aimed to increase fuel sales and boost app adoption by offering customers a chance to win digital gas cards instantly.

The primary goals of the promotion were: Increase Fuel Sales: Encourage customers to choose Phillips 66 for their fuel needs by offering immediate rewards. Boost App Adoption: Drive downloads and usage of the My Phillips 66® App, promoting features like Mobile Pay for a seamless payment experience. Enhance Customer Engagement: Provide an interactive and rewarding experience to strengthen customer loyalty.

The Solution

From June 8 to September 12, 2021, customers who purchased eight or more gallons of gasoline using Mobile Pay through the My Phillips 66® App were eligible to participate in the Wheel of Destiny game. Upon qualifying, users could spin a virtual wheel within the app for a chance to win one of over 60,000 digital gas cards, with values ranging from $5 to $500. Notably, 20 participants had the opportunity to win a $500 gas gift card, redeemable for future fuel purchases at participating Phillips 66 stations.

Phillips 66 promoted the Wheel of Destiny through various channels: Digital Advertising: Targeted online ads directed users to download the app and participate in the promotion. Social Media: Engaging posts on platforms like Facebook informed followers about the promotion and encouraged participation. In-App Notifications: Existing app users received prompts highlighting the promotion and its benefits. In-Store Signage: Promotional materials at Phillips 66 stations alerted customers to the opportunity to win instant rewards.

The Results

The Wheel of Destiny promotion exemplifies how integrating digital tools with customer incentives can drive engagement and sales. By leveraging the My Phillips 66® App, Phillips 66 not only provided added value to its customers but also positioned itself as an innovative leader in the fuel retail industry.

While specific metrics regarding fuel sales and app downloads were not publicly disclosed, the promotion's structure suggests potential positive outcomes: Increased App Engagement: By tying the promotion to app usage, Phillips 66 likely saw a rise in downloads and active users, fostering a tech-savvy customer base. Enhanced Customer Loyalty: The chance to win valuable gas cards may have incentivized repeat purchases and strengthened brand loyalty among participants..