MAPCO Express
MAPCO Express, a division of DELEK US Holdings, Inc., operates over 500 convenience stores in Tennessee, Georgia, Alabama and Virginia. To help increase convenience store sales, MAPCO launched a “Free Gas For A Year” giveaway, a contest that encouraged customers to visit their local MAPCO store daily for a chance to win. MAPCO partnered with Parthenon to create an email campaign that encouraged prior registrants to return to the store for another chance to register.
To help MAPCO track the effectiveness of the campaign, Parthenon coded the coupons included in the email. The coupon allowed MAPCO how many people were driven back into the store via the free offer and the coding helped MAPCO track how long it took for recipients to redeem the coupon.