From exciting activations to custom campaigns, Phillips 66® made their presence known at this year’s Big 12 Basketball Championship Tournament.
Going Bigger with Branding
Phillips 66® branding engulfed the stadium and the nearby Loew’s Hotel, making this our most impactful Big 12 sponsorship to date. Harmony banners on the concourse, customer event branding, and the new, engaging signage promoted the tournament-specific discount in the Fuel Forward® App and showed the thousands of attendees how we bring the GO.
Sky-High Savings in the Stack-It Challenge
Before and during the tournament, fans who engaged with our cross-channel promotions received an instant benefit of 12¢/gal off their next fill-up—plus, the ability to stack these savings even higher when they correctly predicted winners throughout the tournament. In total, this memorable promotion engaged fans and showed them how easy it is to stack and save with the Fuel Forward® App.
Custom Apparel and Activations at Fanfest
From spin wheel prizes to celebratory photo ops, Phillips 66® fueled the fun for nearly 6,000 attendees at Fanfest. Over 2,300 fans made a Fuel Forward® App account in order to customize a branded hat with commemorative, event-specific patches.
Bringing the GO to the Court
26 games in nine days call for some serious on-court promotions. So we combined new ideas with proven fan favorites to keep the fun going when the clock stopped. Fans competed for $250 or $500 digital gas cards in Musical Chairs and Around the World, and Ultimate Shot participants attempted various shots for a chance at $6,600 in digital gas cards. In the stands, rows of fans raced to pass dow a part of our GO GO GO tagline, with fans in the winning row receiving a $25 digital gas card.
Men’s and Women’s Trophy Presentation
We wrapped up the tournament by crowning the winners. As the title sponsor of the Phillips 66® Big 12 Men’s and Women’s Basketball Championships, President and CEO Mark Lashier had the privilege of presenting the championship trophies to the winning teams.
