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CITGO
Challenge Reels In Customers
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Tulsa, OK - Call it SCA’s version of surf and turf. When gas and convenience store chain CITGO decided to offer consumers the chance to win $1 million, SCA was there to provide prize coverage - for both a B.A.S.S. fishing and a NASCAR event. Called the “Peel Out, Reel In & Win CITGO Million |
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Dollar Challenge,” the promotion ran for six weeks. To play, consumers simply filled out entry forms at each participating CITGO location, with no limits on the number of times they could enter. By running a national promotion, CITGO hoped to tie together its two major sports sponsorship areas - fishing and racing - and support CITGO retailers with a high excitement and national promotion. At the end of the 6 weeks, CITGO drew the winning entries. In addition to hundreds of smaller prizes, CITGO offered the grand prize winner two ways to win a million dollars. Choice number one was an all expenses-paid trip to a NASCAR race. To win the million dollars, the contestant had to predict the top three race winners in order. The consolation prize? A 2002 Roush Performance State III Mustang, paid for by CITGO. Choice number two was a trip to the CITGO BASSMASTERS Classic in Birmingham, AL. There, the lucky winner could make the cast of a lifetime, aiming for a 12-inch diameter target 60 feet away. The target was in the mouth of the largest bass head in the world, created in New Orleans by artisans who build spectacular Mardi Gras floats. If the winner didn’t make the million dollar cast, he or she still received a spectacular consolation prize - a 2002 Triton bass boat, courtesy of CITGO. To boost retailers’ enthusiasm for the promotion, CITGO sweetened the deal. The trip and challenge not chosen by the consumer was awarded to the retailer of the store where the winning entry was drawn. The lucky retailer even received the same consolation prize that the consumer would have won. Although no one won
the grand prize, consumer Terry McFarland of Cordell, OK drove off with
the Mustang. Retailer Dawn Stegall of Erv’s Quick Serve, also of
Cordell, walked away with the bass boat. |
| “The
promotion was a ball,” says CITGO spokesperson Phillip Thompson, describing
the contest as “very successful.” In addition to generating national
attention, the promotion attracted close to 10,000 CITGO retailers. From
the contest, CITGO was able to create a database of 500,000 customers.
CITGO management was
so pleased with the results that the company will repeat the promotion next year with even more prizes, according to Thompson. |
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“SCA reps are very professional,” said Thompson, who cites ease of use and price as main reasons CITGO chose SCA for coverage. “We had our internal risk management people review SCA’s price, and they couldn’t beat it.” |
