There a some products you just can’t order online and have delivered to your door. For example, a tank of gas. Coinciding with the launch of Whrrl Society Rewards – a loyalty program designed to close the gap between a brand’s social media presence and real-world physical presence – Whrrl has teamed with Murphy USA to reward Whrrl members who fill up at one of its 1,100 shops. Customers that check in with Whrrl while at a Murphy location will be accepted into the “Murphy USA Society” and earn a chance to immediately win free gas.
According to Pelago, the developer of the Whrrl location-aware social network platform, Whrrl Society Rewards is the first program to tie together word-of-mouth influence and real-world visits. They cite several ways in which it differs from traditional loyalty programs:
Whrrl Society Rewards is prize-based. Consumers have an opportunity to win prizes when they check in to participating retail locations and earn additional opportunities to win as they achieve higher levels in Societies – which happens as others act on their recommendations. Because the rewards are prizes of chance, the program can be started and stopped easily and quickly, without the long-term financial liabilities that come with traditional transaction-based loyalty programs.
Whereas traditional programs are based solely on transactions, Whrrl’s Society Rewards is based on a person’s ability to inspire friends to try new ideas. When a user recommends an idea, they earn points and can level up in a Society. Users receive additional points when others “Want To” try that idea, actually do try the idea or pass on the recommendation to their friends. Users also earn points by getting others to join the Society and by checking in at qualifying locations.
Retailers and brands can have their own Societies on Whrrl. Societies are passion groups for the real-world, bringing people together to motivate each other to try new things in a vast array of topic areas, including live music, fashion, food, shopping, outdoor activities, “follow in the footsteps” groups and more. Retailers and brands can create their own Whrrl Societies and motivate their customers to join.
Whrrl Societies are viral. There are many opportunities for Society members to share out to their friends and followers on Facebook and Twitter, from check-ins and recommendations to prize win moments, which organically grows the Society.
“Traditional loyalty programs can create the wrong expectations with customers, because discounts based on transactions don’t always lead to a deeper relationship,” said Casey Petersen, Social Media Marketing Manager for Murphy USA. “We love our customers not only for their business, but positive word-of-mouth and influence on others to try Murphy USA gas. Whrrl’s Society Rewards program is the perfect way to reward them for their loyalty.”