Speedway Embarks on a 'Quest to Refresh'

Speedway is ushering shoppers into stores this summer with an online game incentivizing purchase of its private label products.The “Quest to Refresh," which runs May 1 to July 31, doles out a plethora of digital badges to Speedy Rewards cardholders for actions including:purchasing the retailer’s proprietary Speedy Freezes, Speedy Tea, fountain drinks, prepared food items, or Speedy Choice packaged snacks.buying a certain combination of the above items, ormaking qualifying purchases on certain dates, or during certain times of day.The retailer awards varying Speedy Rewards points for every five badges obtained. Cardholders begin playing by opting in online or through the Speedway mobile application, where they can also view their collection of badges.Some badges tie in to summer holidays, such as a “Cool Dad” badge given to loyalty members who made a gift card purchase during Father’s Day weekend. Others encourage usage of the app or social media. Two unspecified “secret” badges are available as well.Participants also achieve 10 increasing “hydration expert” levels for every seventh beverage purchased during the promotional period. Cardholders who earn the “Customer of the Month” badge by making a purchase every day for a full calendar month also receive a branded T-shirt from Speedway.In stores, window and soda fountain clings allude to the program. Some window clings depict Monster Energy Co.’s Monster, although the SKUs are not part of the game.The retailer has promoted the effort more heavily online, where a homepage carousel ad, social media updates and a Facebook cover tout the game and link to an instruction page within speedway.com.The convenience store chain ran a similar promotion last summer that also awarded badges, but focused instead on getting shoppers to visit as many store locations as possible as part of a “road trip challenge.”

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