Case study

Phillips 66

Hardest Working Car Gas Giveaway

In-house production of assets for a promotional microsite prompted higher user participation and sharing than forecasted.

INDUSTRY

Energy

PROJECTS INCLUDED

Campaign Concept, Scripting, Copywriting, Photography, Video, Audio

Online campaign success for Big Oil on a tiny budget

Phillips 66 wanted to expand their online presence (and customer database) with an online-only promotion to give away a year’s worth of gas. Unfortunately, their ad spend was weighted almost entirely on traditional media leaving their digital budget underfunded.

The insight for the “Hardest Working Car” promotion was that vehicles tend to be a reflection of their owners. A campaign was developed celebrating the personalities of people’s cars, trucks, vans, ATVs, etc. All assets for the microsite where visitors could submit their vehicles for a chance to win were created in-house and included all photography, video, audio and copy.

FOr the hardest working Campaign

The insight for the “Hardest Working Car” promotion was that vehicles tend to be a reflection of their owners. A campaign was developed celebrating the personalities of people’s cars, trucks, vans, ATVs, etc. All assets for the microsite where visitors could submit their vehicles for a chance to win were created in-house and included all photography, video, audio and copy.

POSITIVE RESULTS

Leveraging social media and sharable entries on the microsite, traffic grew organically, without traditional media support, from zero to over 488,000 visitors with over 1,300 of them entering the contest during the three-month promotional window. A Chevy Suburban named “The Beast” from Preston, MO was the gas-guzzling winner.

THE RESULT

Leveraging social media and sharable entries on the microsite, traffic grew organically, without traditional media support, from zero to over 488,000 visitors with over 1,300 of them entering the contest during the three-month promotional window. A Chevy Suburban named “The Beast” from Preston, MO was the gas-guzzling winner.

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