Best Retail Integrated Ad Campaign

Murphy USA is an Arkansas-based oil and gas company that is dedicated to offering the communities it serves quality fuel and great prices. Murphy USA operates over 1,000 stores in 21 states throughout the U.S. and is uniquely positioned in the parking lots of the number one retailer in the world: Wal-mart.


Murphy works hard to maintain a reputation in the community as more than "just a gas company." On its website, it offers a number of helpful features, interactive tools, contests and giveaways, part of Murphy’s goal of standing out from the negative connotation of being an oil company.



To further help drive traffic to their website and raise brand awareness, Murphy asked Aristotle to create an interactive online bracket for the 2009 Men’s Division I NCAA basketball tournament that would award free gas for a year to the top four entries. The “Bracket Challenge” would help Murphy reach a national audience, so they needed a full-on interactive bracket that visitors could register for, enter and edit picks, and submit entries into the competition from the website.



This came just days after the launch of MurphyUSA.com, so Aristotle was on an extremely tight deadline.



www.MurphyUSABracketChallenge.com launched with great success. Thousands of entries were received and the programming of the bracket challenge, which automatically counts win/losses and issues points per round to all contestants, ran smoothly. It easily mirrored, if not exceeded, the standard of top interactive NCAA brackets on major sports websites such as ESPN.com and CBSSports.com.

Contributors:

ARISTOTLE

Location: USA