Alon, DK Launch Mobile Game to Grow Loyalty

Convenience-store retailer also aiming for greater customer engagement, build brand awareness, drive store visits and sales, collect data
Photograph courtesy of Delek

Alon and DK, fuel suppliers for Delek Branded Wholesale, launched a new promotion through which customers can play a mobile game to win gift cards, and one player will win a new Chevrolet Camaro.

  • Delek US Holdings is No. 31 on CSP’s 2024 Top 40 Update to the 2023 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2024 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.

Alon and DK are aiming to have greater customer engagement, build brand awareness, drive store visits and sales, collect data and grow customer loyalty.

To play, contestants scan the QR code found on promotion point-of-purchase advertising (pictured below) or text any keyword found in promotion advertising materials to 71057 any time during the sweepstakes period.


Once they complete and submit their registration, racers hit the gas and steer through the competition to catch Alon and DK Fuel Cans that keep their car full of fuel, collect instant-win gift cards and roll over turbo boosts to increase their score and speed.

As customers progress through the game, each new level is a familiar scene; they are home to Alon and DK stations. Branded elements like Alon and DK billboards, fly-over planes and gas trucks are present throughout.

The game, called The Alon DK Race & Win Road Trip Game, is currently running in all Alon and DK stores across the southwest through Aug. 31.

“This is our most exciting summer promotion ever and it literally puts our customers in the driver’s seat with an amazing grand prize and daily, instant win gift cards,” said Hunter Jackson, senior advertising specialist for the Delek Cos.

The promotion and game builds on the success of last year’s Play to Win summer contest that gave away a Ford Bronco Sport as the grand prize, said Jackson.

“We had such good engagement last summer that we wanted to take this new promotion to the next level,” Jackson said. “We’re very proud of the new game, and feedback has been that people really enjoy playing it.”

Delek US Holdings Inc. is a diversified downstream energy company with assets in petroleum refining, logistics, pipelines, renewable fuels and convenience-store retailing. The convenience-store retail segment operates approximately 250 convenience stores in West Texas and New Mexico under the DK and 7-Eleven brands.

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