Check-ins get $2 off at the pump.
If $4-plus gas prices got you down, maybe checking in on Foursquare at Murphy USA will pick you up. The gas station brand is offering $2 off a $20 gas purchase for people recording a Foursquare check-in at one of its 1,000 locations.
Casey Petersen, social media manager for Murphy USA, told ClickZ that his company first tested the platform with a free pack of Stride gum for check-ins over the weekend. While no marketing was done to push the offer, he said Foursquare's user base of 8 million took notice at his El Dorado, AK-based firm's gas stations, which are near Wal-Marts in the Midwest and Bible Belt.
"We got 15,000 check-ins over the weekend," Petersen said. "With Foursquare's bigger user base, of course, that's more activity than we generally saw with Whrrl."
Indeed, it didn't take long for Murphy USA to move on from Whrrl, which had roughly 600,000 users and ceased operations on May 1. For the past year, Petersen and his team had offered items like free Coke products for single Whrrl check-ins, while randomly and rarely awarding free tanks of gas. He said last fall that 44 percent of those check-ins were new customers. Petersen gave a presentation at South by Southwest Interactive in March about his brand getting a 1 percent sales lift for Coke products while employing Whrrl as a promotions platform.
Coincidentally, at SXSWi, Foursquare released its 3.0 app that introduced the ability for brands to run different special offers across various locations. Companies can also now use an analytics dashboard to see aggregate campaign data, such as the redemption rate.
On the app, there are seven types of "specials" that retailers can use. Murphy USA's current campaign entails a "Check-in Special" that will run until May 17.
"I like the different options on Foursquare," Petersen said.
But will average Americans like Foursquare, too? With no end in sight for high gas prices, perhaps the summer of 2011 could be the time when folks at the pump get on board with geo-social apps.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT