BP worked with WPP's Team Energy to create an arcade-style app BP Run, rewarding customers with the chance to win one of over 250,000 prizes.
BP has launched a fully integrated campaign called The Great Aussie BP Run created by WPP's Team Energy to celebrate its 100th year in Australia.
WPP’s Team Energy, a dedicated unit created specifically for BP, combined the talent and expertise from agencies such as Ogilvy, Geometry, Millipede and Mindshare to create the campaign.
The centrepiece of the campaign is an Australian arcade-style app, where customers can win prizes in the game and redeem them at BP stores nationwide.
"We thought we should mark 100 years of BP in Australia by celebrating The Great Aussie BP Run the best way we know how, by rewarding our customers," WPP Team Energy executive creative director David Ponce de Leon says.
BP Run rewards customers with the chance to win over 250,000 prizes, including instant snack wins, a daily $1000 cash draw and a major prize of a brand-new Mazda CX5.
Customers simply make a fuel or shop purchase, receive a game card and enter a code to unlock up to eight levels and five different characters to "play to win".
“For our 100th year, we wanted to celebrate with our customers by creating a fun and uniquely Australian game," BP Australia brand marketing manager Lauren Outhred says.
"We saw this as a great opportunity to reward them for their loyalty. We are thrilled to see this campaign come to life after months of work and a momentous effort from the team.”
The BP Run game app was launched nationally, supported by a TVC, plus Outdoor, Radio, Social and POS.
Since the campaign launched, the app has been downloaded over 120,000 times and has already reached the # 1 spot for free game downloads and is yet to leave the top 10.
So far, over 50 000 players have won with more prizes on offer until 3 July.