Driving Loyalty With Drive Rewards
The Challenge
Transform the Murphy Drive Rewards loyalty program into a more connected, habit-forming customer experience.
We needed to do more than get people to download the app. The goal was to increase engagement, encourage repeat visits, educate members on available features, and continuously reinforce the value of being part of the rewards ecosystem.
The Insight
Murphy USA customers are highly value-driven, but many loyalty program benefits go underutilized if they aren’t clearly communicated or repeatedly reinforced.
The more customers understood how to maximize savings, unlock exclusive offers, and engage with the app, the more likely they were to return, participate, and build long-term loyalty.
The Approach
We helped turn Murphy Drive Rewards into an always-on engagement platform built around education, incentives, and ongoing participation.
Rather than treating promotions as isolated campaigns, we developed an integrated communications system designed to continuously activate members across every stage of the customer journey.
From onboarding and welcome challenges to sweepstakes, age-verification flows, seasonal promotions, and in-app engagement, every touchpoint was designed to reinforce the value of the Murphy Drive Rewards experience and encourage deeper program participation.
What We Created
An ongoing integrated loyalty marketing system spanning CRM, in-store, app, and promotional communications.
This included:
- Welcome challenge onboarding journeys across email, SMS, push notifications, and in-app messaging
- Age-verification campaigns and UX optimization to unlock personalized offers and age-sensitive promotions
- Sweepstakes and promotional campaigns, including major national activations like Red Bull summer promotions and an annual “24 Days of Deals” holiday program
- In-store POP materials, gas pump signage, and retail activation systems
- Paid social, display advertising, and organic content designed to drive awareness and app engagement
- Ongoing promotional support and loyalty messaging built to increase participation, savings awareness, and repeat visits
The work created a unified loyalty experience that connects physical retail, mobile engagement, and promotional marketing into a single customer ecosystem.
The Impact
Murphy Drive Rewards evolved into a more active, engagement-driven loyalty platform supported by consistent customer communication and omnichannel creative execution.
The integrated approach helped drive stronger app engagement, increased promotional participation, higher offer activation rates, and continued growth across Murphy USA’s owned marketing channels.
By combining CRM strategy, retail marketing, and loyalty-focused creative, the program became a more effective driver of repeat behavior, customer retention, and long-term brand value.
