Wheel of Destiny

Innovative &
Award-Winning

The Wheel of Destiny program was a first of its kind program to implement instant fulfillment of prize value directly into the P66, ConocoPhillips, or 76 app. The winnings were instantly available for use on a subsequent purchase in-store or at the pump.

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 Objective

SCAinteractive has been a long time partner of P66, helping them to engage their customers and drive transactions. With the launch of their new app, P66 turned to SCAinteractive to help with their go-to-market strategy.

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

SCAinteractive lead the project to design a program that would deploy solely within the various P66 brand apps (ConocoPhillips, Phillips 66, and 76). We coordinated with the P66 agency Carmichael Lynch on theme and creative design and with app developer P97 on technical integration and functionality requirements.

The result was an in-app engagement program custom-tailored to P66's specific objectives, timelines, and resources.

The program was supported through promotion on various multiple channels. Awareness campaigns included:

Digital Ads

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.

Push 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.

Stunningly Effective

SCAinteractive supported P66 and their agency every step of the way as the Wheel of Destiny program took shape. From program design, to project management, API integration, execution, administration, and support.

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..

I will never tire of saying Thank You to the SCAi team for the amazing work they have done to help get P66 to where we are with respect to our marketing and engagement. They are top-knotch.
Rob Runnels | Director, Brand Marketing, P66