What’s more boring than gasoline? Most people wouldn’t think about brand loyalty around a gas station, or much less pumping gas to be fun – but in the case of Murphy USA, their customers have become their biggest fans, spreading the word about them virally through Facebook, Twitter and Whrrl.

1. Leveraging Social Loyalty to Reinvent A Brand Case Study PRESENTERS: John Kim , VP of Products, Pelago Casey Petersen , Social Media Manager, Murphy USA

2. Who is Murphy USA? Only The Fastest Growing Gasoline Chain in the Nation . . .

3. Whrrl mission: Increase the possibility of adventure in your daily life

6. Whrrl Society Rewards Launched on July 1st A Free Tank of Gas A Free Tank of Gas

7. Loyalty and Virality Drive Society Levels More Loyalty & Influence Trend- setter Maven VIP Insider Rookie

8. Activation at the Pump

9. Whrrl Driving Trial 44% Of Society Members had never been to Murphy USA before program

10. Whrrl Driving Consideration 85% Of Society members choose Murphy USA over another gas retailer because of Whrrl program

12. Whrrl Impacting Net Promoter Score Likeliness to Recommend 72% Of customers using Whrrl are more likely to recommend Murphy USA because of program.

14. Whrrl Climbing the Influence Ladder Most influential channels by rank

15. Brand Impact Murphy USA helps me more social % of people who responded 8+

16. Brand Impact Murphy USA helps me have more fun % of people who responded 8+

17. Phase 2: Pouring More Gasoline on Results Movie Promotion with Warner Brothers Multi-Vendor Supported Prizes Community Development through Collective Bias

18. Have Fun! <Insert Murphy USA video>

20. Questions? @jkimlosangeles - John Kim, VP of Products at Whrrl @thatgeekcasey - Casey Petersen, Social Media Manager at Murphy USA