How Chevron Enrolled Over 14K Members In ‘aFANity Rewards’ In Less Than Three Months
With AdSport, the brand geo-fenced dozens of locations — from Chevron stations to sports stadiums — to reach the right potential members.
Chevron launched its aFANity Rewards program on October 1st with a key goal in mind: It wanted to integrate the passion behind the experience of being a professional sports fan with the reach of mobile, allowing consumers to earn rewards points not only by checking into a Chevron or Texaco station, but by connecting their social media accounts and even attending Chevron-sponsored football games.
“To [promote] the program, we geo-fenced over 7500 Chevron and Texaco stations across 16 states,” said Andy Price, managing director of client services at AdSport, which helped power the initiative. Geo-fences were also set up around 20 different college and professional football stadiums to ensure that word of the program reached fans who might be inclined to participate in exchange for points that would earn them sports-related prizes.
It worked. Chevron enrolled over 14,000 members across the 16 participating states in less than three months, 90 percent of who checked in at a Chevron or Texaco station — and over 36 percent said aFANity Rewards influenced them to visit stations more frequently.
A Targeting Touchdown
The program appears to have succeeded for several reasons. First, geo-fenced messages alerted users to the program who, it was proven by their proximity, already tended to visit locations that would earn them points through check-ins. This minimized waste by communicating with the right audience via mobile.
Secondly, the program was set up to reward customers for visiting and making purchases at a Chevron — effectively driving foot traffic and sales for the brand — but allowing the points earned to be redeemed for more than just discounts at Chevron. In fact, the program allowed members to redeem points online for everything from autographed sports memorabilia to NFL tickets, rather than limiting redemptions to discounts at Chevron stations themselves. By offering sports related products and experiences that mattered to members, Chevron likely made consumers more inclined to participate than if the reward had simply been a free soda at the station.
“People, of course, have affinity for their favorite sports teams,” Price said. “We just wanted to reward them for being a customer and give them value via our sports sponsorship portfolio, and provide the [mobile access] that makes it easy for them.”