Phillips 66 Going Gonzaga
Leveraging KickBack loyalty partnership to sponsor university sports
Published in CSP Daily News
HOUSTON -- Phillips 66 has announced a sponsorship with Gonzaga University's sports activities, where loyalty cardholders will be able to earn points when spending at those events. In addition, participating Conoco- and 76-branded sites in the Spokane, Wash., area were the school is located will benefit by driving new customers to their stations.
The link is through the college division of New York-based IMG, which handles marketing, licensing and communication rights in the areas of sports, fashion and media. Houston-based Phillips 66 uses a company called KickBack Points LLC, Twin Falls, Idaho, as a loyalty solution for its network of retailers.
"We're excited about our new sponsorship with IMG Gonzaga, which allows us to use our KickBack Points program in creative ways that benefit our Spokane customers, our branded retail sites and Gonzaga students," said Andy Viens, president of global marketing for Phillips 66.
The sponsorship allows KickBack Points cardholders to earn additional loyalty points with the "Earn Double Points when the Zags Win by Double Digits" promotion. When Gonzaga wins a men's or women's home basketball game by double digits, KickBack Points cardholders can earn double loyalty points for the next 48 hours on certain purchases at participating Conoco and 76 stations in the Spokane area. In addition, through Feb. 27, 2014, Phillips 66 is matching consumers' KickBack Points, up to 1,000,000 points, in funds toward scholarships for Gonzaga students.
KickBack, Conoco and 76 now have a presence at the local McCarthey Athletic Center for both men's and women's basketball games. The sponsorship will be promoted through in-game and post-game radio, arena signage and on-court promotions.
"We're happy to welcome Phillips 66 to the IMG Gonzaga family," said Mark Livingston, general manager of IMG Gonzaga. "We look forward to the beginning of a great relationship and growing the KickBack Points program through our terrific fan base."
Consumers can earn and redeem KickBack Points when they purchase fuel and other convenience store items from participating Conoco and 76 stations in the Spokane area.
"This is a great opportunity for KickBack Points to drive new business by promoting the benefits of being a KickBack cardholder directly to a wide audience of potential customers," said Pat Lewis, president and CEO of KickBack Points. "We're looking forward to generating excitement for the program through the already exciting atmosphere that Gonzaga basketball creates."
KickBack is the exclusive loyalty card program provider for Phillips 66. With more than 15 years of experience, KickBack builds rewarding customer experiences that generate brand loyalty, build repeat store visits and increase bottom line sales, the company said. KickBack's innovative approach to loyalty is a solution that also provides insights about convenience store customers.
Built on more than 130 years of experience, Phillips 66 is an energy manufacturing and logistics company with midstream, chemicals, refining, and marketing and specialties businesses. With more than 7,500 retail fuel sites, its U.S. Marketing business supplies "Top Tier" detergent gasoline under the Phillips 66, 76 and Conoco brands. The Phillips 66 brand, with its shield icon, has been serving the needs of the motoring public since 1927. With its iconic red ball, the 76 brand provides Top Tier gasoline that is sold at more than 1,900 retail fuel sites on the West Coast. For nearly 100 years, the Conoco brand has been providing petroleum products to more than 2,400 retail fuel sites.