OUR WORK | DIGITAL LOYALTY
DIGITAL LOYALTY GAMIFICATION
TANK5: Phillips 66
2015-2020 | NATIONAL DEPLOYMENT
SCA Promotions and SCAi worked with Phillips 66 and their loyalty program, Tank5. Phillips 66 is the marketing arm of ConocoPhillips, which oversees retail gas brands across the United States.
Phillips66 was experiencing a lack of sales in certain markets. SCA and our digital wing, SCAi set out to build an integrative software solution to incentivize customer loyalty.
The mobile app integrated with Phillips 66 POS systems, their website and their mobile app. Consumers could win and redeem prizes via the app or the website.
The promotion was successful, Tank5 lasted for 5 years until the lockdowns in early 2020.
The promotion was an integrated software prioritizing gamification where returning customers would receive various gift cards every time at the pump.
Tank5 was a loyalty program, wherein upon purchasing gas, returning customers would receive a game card. The game card had a 1 in 5 chance of being a winner with the prize ranging from $5-15. The prize could be redeemed instantly, and used immediately in store.
Overall, the campaign had longevity and drove a significant spike in customer traffic and consumer retention.
With the Promotion running for half a decade, Phillips66 saw increased gas sales in every market. As for customer engagement, that saw a 300% increase. The campaign was a success and brought a stronger foothold to Phillips66’s market share.
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