BP Fuel Rewards Program

Role: Media Planner

Agencies: MediaCom/Mindshare/Maxus

Client: BP

Campaign: BP Driver Rewards

Description: As a Digital Media Planning intern at MediaCom, I worked with two other Mindshare interns to create a cross-platform media campaign promoting BP Fuel Rewards program.

Challenge: Get millennials to utilize BP’s new Fuel Rewards program.

Key Learnings: BP had a bad public image, especially for environmentally conscience millennials. BP was also seen as a more expensive gas station, thus creating additional barriers for a demographic that largely relies on minimum wage jobs.

The Strategy: Divide the campaign into 3 main phases: notice, excite and act. The notice phase would comprise of brand awareness plays (Pandora radio, TV, social media). The Excite phase would be a string of BP sponsored events in different cities (concerts). And the act phase would be focused on implementing “street teams” to help consumers sign up and use BP Driver Rewards program. After this phase, consumers would remain loyal to the brand in order to rack up points for prizes.

Responsibilities: Utilized media research software like RedBooks, Nielsen, comScore, and DoubleClick to create an all encompassing media plan to reach millennials. The projected culminated in a presentation of our media plan to a panel of Mindshare judges, and top executives.

Fun Fact: My team won the media pitch, and were given the opportunity to present our media plan to Mindshare CEO, Colin Kinsella.