Murphy USA Schedules a Due Date for its Customers

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Innovative Convenience Store Chain Connects its Customers to Major Motion Picture with Social Media and Location-Based Tools

New customers are discovering Murphy USA and loyal customers are returning every day through these innovative programs.

As part of their overall mission to fuel fun, Murphy USA today announced they’re launching an innovative cross-platform promotion for Due Date, Warner Brothers’ film debuting November 5th. Murphy USA will connect middle-American moviegoers to Due Date and thousands of related prizes through a number of mobile, digital and social programs. Murphy USA’s location-based social loyalty program will drive Due Date-related interaction at the pump using Whrrl, a real-world game that gives people highly personalized and relevant ideas of new places to go and things to do.

When customers check-in via Whrrl at a Murphy USA or Murphy Express in November, they also have a chance to win free movie tickets, concession cash, free gas or in-store merchandise. Each check-in and Murphy USA-based recommendation will earn additional chances to win. In other words, the most socially loyal customers have the best chances to win. Murphy USA customers level up in the Murphy USA National Society and increase their chances of winning at: http://whrrl.com/murphy.

There are nearly 7,000 prizes available to Murphy USA customers who participate in their text-to-win program. Customers have a chance of winning coupons, free snacks and drinks, and free movie tickets to see Due Date. Full rules and methods of entry are available on Murphy USA’s promotion website, .

Due Date, which stars Robert Downey, Jr. and Zack Galifianakis, tells the story of Peter Highman (Downey, Jr.), a soon-to-be-father forced to hitchhike cross-country with Ethan Trembley, an aspiring actor played by Galifianakis, in order to make it to his child’s birth on-time.

With the assistance of its social shopper agency Collective Bias, Murphy USA is also powering its Due Date promotions on mobile and social platforms (giveaways via text messaging and the Murphy USA Facebook page) through a community of social media influencers. These individuals have an average of 24,500 followers across their respective social media platforms and regularly shop Murphy USA locations in their local communities. They also help Murphy USA develop its ongoing social strategies and communicate with Murphy USA customers at social.murphyusa.com.

“Murphy USA has transformed the way people think about their brand and local presence,” said John Andrews, CEO of Collective Bias. "New customers are discovering Murphy USA and loyal customers are returning every day through these innovative programs. Much of the Due Date road trip takes place in key Murphy USA markets, and Warner Brothers knows they can connect to everyday Americans through their relationship with Murphy USA and Murphy USA’s innovative use of digital tools and conversational media.”

The Whrrl portion of the Due Date promotion builds on the Murphy USA’s early successes with the tool. Preliminary results show promising trends in both attracting new customers, and encouraging increase loyalty among existing customers.

Murphy USA and Whrrl will be sharing their success story, along with preliminary results from the Due Date promotion at the upcoming ad:tech digital marketing conference on November 3-4 in New York.

About Murphy USA
Murphy USA operates over 1,080 stores in 23 states. Murphy USA is dedicated to bringing their communities the highest quality fuels at the best possible prices. Their high volume, low cost operations have become synonymous with "Low Prices" and "Friendly Service." Murphy USA's commitment to their social media and online presence has been growing with these new smartphone applications and their recent Facebook App. For more information, visit http://www.MurphyUSA.com.

About Pelago, Makers of Whrrl
Pelago was founded to revolutionize the way people experience and explore the physical world. Whrrl, the company's flagship product, is a real-world game with a purpose, namely to end Social Rut - to help people escape from behind their computers and patterned lives, to get back out into the physical world with the promise of compelling, highly relevant new experiences. The company was founded in 2006, is based in Seattle, and is led by an executive team from companies including Amazon.com, RealNetworks and Yahoo. Pelago is backed by pioneering Internet and mobile investors including Kleiner Perkins Caufield & Byers, Bezos Expeditions, T-Venture, Trilogy Equity Partners and Reliance Technology Ventures. For more information, visit http://www.pelago.com.

About Collective Bias
Collective Bias, a social shopper marketing company, builds true relationships between brands, retailers and consumers through its proprietary social influencer platform called Social Fabric. The Social Fabric community drives conversations on a wide variety of social media platforms in order to build consumer engagement and brand loyalty that leads to sales conversion. For more information, visit http://www.collectivebias.com.

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Brad Lawless
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