British Petroleum - B2C Anti-Attrition - BP Ultimate Road Tour
The BP Ultimate Road Tour was created to grow the database and create brand affinity with British Petroleum in the US market. Targeting both business accounts and consumers, this program promised the opportunity of a trip of a lifetime with each fill-up. Take a look.
BP Ultimate Road Tour Microsite
Target: Commercial Accounts, Consumers
Insight: Americans love their cars, love to drive, worship their mechanics and are loyal to BP because only the best will do. With the rising cost of fuel in the US, the goal is to sustain consumer loyalty, remind existing consumers why they choose to fuel with BP in the first place and attract new consumers.
Concept: BP Ultimate Road Tour
Solution: The BP Ultimate Road Tour is an online gaming experience that takes existing consumers and prospects on a scenic tour of the United States. There are three journeys they can choose from, each with three legs. Along the way, they learn about BP fuels and the places they are driving through. The ultimate prize is a trip for two to one of five destinations - a prize valued at $10,000.