BP Run

Gamifying the store experience

Running down to the servo to grab bread, milk or petrol is something all Australians can identify with.

A creative partnership between Ogilvy and Millipede, from this insight the Great Aussie BP Run was born – a mobile game that turned every BP store visit into a game experience by rewarding Australians each time they ran into store.

Using transaction data, we turned every reason to run into BP into a playable level in the game. Five iconic characters (including a Galah) traversed true-blue Aussie landscapes, helping players navigate eight different runs to win and collect their prizes instore.

Results

• #1 game on the App Stores

• +850,000 downloads (8 week campaign)

• +1,300,000 runs completed

• +15 million mins of gameplay (29.7 years!)

• +4.2 per cent lift in store sales (year on year)