Case Study
Shell
/ introduction
Shell and the Fuel Rewards Network needed a way to drive program registration in test markets. Research showed that when people received as little as 5¢ off per gallon, they felt like they hit the jackpot. We used that insight as the basis behind Spin to Save.
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New program
registrants
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Events, malls &
a 5K in New Orleans, Chicago and New York
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All it took to make
people feel like winners
Work Overview
The Challenge
# The challenge
Shell and the Fuel Rewards Network needed to drive program registration in test markets without relying on traditional advertising. The challenge was finding a mechanic simple enough to spread organically, while making the reward feel genuinely exciting even at a modest 5¢ per gallon.
The game was straightforward: spin the prize wheel and whatever value you landed on became your discount on your next fill-up after registering. A few lucky winners hit a free fill-up or the grand prize of free fuel for a year. A built-in 5¢ referral bonus for each friend who registered amplified word-of-mouth further. The simplicity and thrill of the jackpot exploded across Facebook, blogs, and social media. Turns out people really love to save at the pump.
The Experience
Pumping Up the Experience
# Pumping up the experience
We brought Spin to Save to life by building a larger-than-life pump complete with a built-in touchscreen kiosk, sound effects, and plenty of flashing lights. People would step up, spin the wheel, see what they won, and complete their registration on iPads.
We set up the Spin to Save experience at events, malls, and even a 5K in New Orleans — meeting people where they were and turning a fuel rewards program into something worth talking about.
