Murphy?s USA Gets Viral Loyalty

Consumers who visit one of Murphy USA’s 1,100 locations will now have a chance to win free gas, thanks to a partnership with location-based loyalty program Whrrl.

Whrrl Society Rewards is a virtual game created by Pelago, a Seattle company with the mission of creating a platform between a brand’s digital and social media influence and consumer loyalty.

Whrrl applications can be added via iPhone, BlackBerry or Android. By tracking buying behavior, users will receive notifications of special offers at similar types of locations, potentially altering their shopping paths.

Consumers can “level up” in Whrrl Societies and win prizes by visiting participating retailers. Societies are also grown virally via Facebook and Twitter, where points are given for recommending real-world shopping experiences, getting others to join their societies and try the brands they use.

“Murphy has really tuned into a lot of the new technology in the last six months,” said John Andrews, CEO of Collective Bias, an equity-sharing company of Whrrl, which helps to seed its content streams.  “Through Whrrl, you will be notified of not only the price of Murphy’s, but other gas stations as well.”