The campaign planned and executed byappssavvy, a direct [image-nocss] sales team for the social media space, andMindshare features a complete ampm-branded experience, including poker table, chips and floor, and a display campaign to win $500 gift cards for gasoline. The effort, which spans five Texas Hold'em Poker tournaments beginning this week and ending in late September, is running across both MySpace and the iPhone. Poker players entering the ampm sponsored Texas Hold'em tournaments also have the opportunity to enter a weekly contest to win a Nintendo DS.
"This campaign is a Royal Flush for ampm," said Andrew Baird, BP's vice president of marketing for convenience retail, U.S. and Latin America. "Through our partners, appssavvy and Mindshare, we believe we've made an incredibly strong bet that will prove to be a flat-out winner in reaching our target audiences, both online and via mobile, through top social game Texas Hold'em Poker."
Chris Cunningham, founder and CEO of appssavvy, added, "Brands need to build, not be dealt, a winning hand in social media and ampm has done just that in a big way here. They've pulled up a seat at the table, are engaging and taking part in the conversation and fun. Texas Hold'em Poker players have a great playing partner in ampm and that will clearly be evident during the tournaments the next few months."
Texas Hold'em Poker, a Zynga game, is the most played poker game on MySpace, as well as Facebook, and is increasingly played on the iPhone, said ampm.
Mindshare is a global media and marketing services network with billings in excess of $23 billion, it said. Mindshare is part of GroupM, which oversees the media investment management for WPP, the world's leading communications services group.
appssavvy is a direct sales team for the social media space. The company, based in New York City and backed by TRUE Ventures, Scott Kurnit, founder of About.com and The New York Times Co., connects hundreds of social media applications with leading brands and agencies. Partnered with the largest vertical social applications in entertainment, moms, travel, games and pets, appssavvy provides advertisers with contextually relevant programs reaching an audience of more than 50 million unique online consumers. appssavvy creates opportunities across the largest social platforms for brands to share in social activity around content, community, planning and product recommendations.
The ampm brand was founded in 1978 in Southern California by ARCO. The brand became part of BP when BP acquired ARCO 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. BP supplies 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, Atlantic Richfield (ARCO), ARAL and Burmah Castrol.
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