The ads will appear on the screens of the Garmin nuvi 705 and 205 family of devices that include NAVTEQ's dynamic traffic receivers.
NAVTEQ's interactive advertising service delivers the advertising [image-nocss] along with real-time traffic contentavailable free to the consumer for the lifetime of an applicable Garmin device. The location-based advertising is designed to complement the motorists' experience and is contextually relevant and unobtrusive. For example, when a motorist searches for fuel, all nearby gas stations are listed, but BP, ARCO or ampm locations are displayed with the advertised offer. Motorists can touch the screen to get the promotional code and then obtain directions to the nearest location to take advantage of the offer.
Offers like a free 12-oz. cup of coffee at ampm or a chance to win a $100 fuel card at BP and ARCO are redeemed at BP, ARCO or ampm stores by texting a promotional code via cell phone which results in a coupon being sent directly to the phone.
Andrew Baird, BP's vice president of marketing for U.S. convenience retail, explained why ampm is using this innovative approach to reach consumers. "When motorists are searching for something they need fast like fuel, a snack or a cup of coffee, we want them to know we're there to help. With just a touch on their Garmin screen, NAVTEQ's advertising service helps us offer them an experience they'll enjoy," he said. "We're confident that once they come into an ampm store to enjoy their free coffee, they will find we've got too much good stufffrom our hot food offer to our wide array of packaged beverages and fountain drinks."
The ampm brand was founded in 1978 in Southern California by ARCO, which was acquired by BP in 2000. ARCO-branded ampm stores are currently found in California, Nevada, Oregon, Washington and Arizona; BP-branded ampm stores are located in Chicago, Indianapolis, Pittsburgh, Orlando, Columbus, Cleveland, Cincinnati and Atlanta.
Motorists in the Midwest and Southeast will notice ads not only for ampm, but also BP gas stations and BP's gasoline with Invigorate.
BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through 13,000 retail outlets. BP is the single, global brand formed by the combination of the former British Petroleum, Amoco Corporation, Atlantic Richfield (ARCO), ARAL and Burmah Castrol.
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