Page 20 - Pay Magazine s2014

pay awards
Best IncentIve/PromotIon ProgrAm
Best use of a corporate-funded prepaid card/program that delivers incentives, rewards, rebates, discounts or cashback deals to employees, a liates or consumers.
Phillips 66 TANK5 Promotion
Phillips 66, SCA Promotions, SVM LP
what it is: Consumer-targeted incentive pro- gram aimed at driving tra c to Phillips 66 gas pumps and convenience stores during summer 2015 by o ering consumers who purchase at least 8 gallons of gas a game card—an active zero-balance gift card featuring a scratch-o code. Recipients text the code into the promo- tion and can win a gift card balance ranging from $5 to $50, redeemable at the pump and in-store.
why it works: One in ve plays wins a gift card balance, and funds are delivered instantly to the gift card. High odds of winning, instant grati cation and ease of play encouraged participation and repeat purchases and plays.
why it matters: Program drove increased year-over-year sales in gasoline and conve- nience store visits, along with growth in email subscriber list. More than 80 percent of winning gift cards were redeemed.
differentiators: More than $2 million in instant winnings were delivered over the two-month program lifespan. First program of its kind to combine instant-win and instant-ful llment using a gift card as the game card, leveraging several technologies working together to deliver a great consumer experience.
what the judges said: Consumers are bom- barded with o ers and promotions. To cut through the noise, you have to o er the perfect combination of the right incentive
at the right moment, delivered in just the right way. The TANK5 promotion was the
rare unanimous decision in the competition because it did just that, using instantly loaded gift cards.
Gift cards with scratch-o code served as game cards for consumers who bought at least 8 gallons of gas. Players texted code and winners received prizes immediately loaded to gift cards.
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wInners
Pick Your Ride Sweepstakes
NetSpend, H-E-B
Swipe Away for Cars and Cash!
Global Cash Card
prepaid