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SEATTLE -- Murphy USA teamed with Pelago, makers of Whrrl, as it launches Whrrl Society Rewards, a social loyalty program designed to close the gap between a brand’s online social media presence and real-world physical presence, the company reported.
When customers check in with Whrrl at one of Murphy USA's 1,100 locations nationwide, they will be accepted into the "Murphy USA Society" and earn a chance to immediately win free gas. Additionally, Murphy is using Collective Bias, a social shopper-marketing agency, to create a social media advocate community to drive participation in the Murphy USA Society, as well as future digital and social initiatives.
"Traditional loyalty programs can create the wrong expectations with customers, because discounts based on transactions don't always lead to a deeper relationship," said Casey Petersen, social media marketing manager for Murphy USA. "We love our customers not only for their business, but positive word-of-mouth and influence on others to try Murphy USA gas. Whrrl's Society Rewards program is the perfect way to reward them for their loyalty."
Whrrl Society Rewards is prize-based, offering consumers have an opportunity to win prizes when they check in to participating retail locations and earn additional opportunities to win as they achieve higher levels in Societies, which happens as others act on their recommendations, the company reported. Because the rewards are prizes of chance, the program can be started and stopped easily and quickly, without the long-term financial liabilities that come with traditional transaction-based loyalty programs.
Unlike other loyalty programs, based solely on transactions, Whrrl's Society Rewards is based on a person's ability to inspire friends to try new ideas at real-world places. When a user recommends an idea, they earn points and can level up in a Society, according to the company. Users receive additional points when others "Want To" try that idea, actually do try the idea or pass on the recommendation to their friends and can also earn points by getting others to join the Society and by checking in at qualifying locations.
Also, retailers and brands can create their own Whrrl Societies and motivate their customers to join, activating them in the real-world, and can be shared on Facebook and Twitter.