Kwik Fill Details Summer Marketing Campaigns
Retailer working to increase customer, employee involvement each year
Customers entered the sweepstakes through a number of different methods. First, customers could receive a 2013 Kwik Fill Free Ride Sweepstakes game card with the purchase of select vendors' products. The game card contained a scratch area for instant prizes and another scratch area for a code that allowed one entry at the chain's website. Customers also had three ways to enter without a purchase: online at the Kwik Fill Facebook page, using an iPad tablet at the Kwik Fill display during mobile events and by mail-in request.
In addition to possible instant prizes which included Kwik Fill Gift Cards, GPS units and iPad tablets, customers registered to win one of ten VIP Weekend Getaway packages where those ten winners and their guests would draw to see which one of the ten grand prizes they would take home.
Pangborn said that although his sweepstakes model is a bit more complicated than some other giveaways, it affords him the opportunity to award the grand prizes in front of an audience at what he calls the Grand Prize Finale Weekend.
"We bring the 10 grand prize finalists--along with their guests, our vendor representatives and various Kwik Fill personnel--to a fabulous weekend at a centrally located resort, and on the second night, the finalists participate in a random drawing to see which of the ten grand prizes they will win. It's very exciting for all who attend," he said.
In early September, the grand prize finalists randomly selected one of 10 colored gift boxes containing a different grand prize. Each finalist opened his or her box to see whether it contained among other prizes a gift card for $2,500 in gas, a $5,000 trip for two, keys to a 2013 John Deere Gator or keys to a 2014 Mustang GT. Jody Iannone and her husband Leigh were standing next to Pangborn as she opened her box and realized she had just won the car.
"Besides the sales benefits of our summer campaigns, it's hard to describe how much fun we have watching our customers open these boxes and seeing their reactions" said Peter Conley, vice president for Kwik Fill.
Pangborn delivered the vehicle to the couple in late September at a Kwik Fill in Endwell, N.Y., not far from the couple's home. Local TV News Channel 35 was on hand to cover the event.
Now that all the prizes have been distributed, Pangborn is already working on campaign number six: the 2014 Kwik Fill Driving America Tour & Sweepstakes.
United Refining operates more than 290 Kwik Fill/Red Apple stores in New York, Pennsylvania, and Ohio. Executive offices are located in Warren, Pa.