iC Group Case Study

Irving Oil – A-maze-ing Labyrinth

Situation: To boost-up sales across 300 of their gas bar locations, Irving Oil implemented a scratch and win promotion to reward customers for filling up at the pumps.

How it worked:

• Consumers obtained their game card by making a gasoline, restaurant or store purchase at participating Irving Oil locations.
• Consumers were required to scratch the winning path in the “directional “scratch and win game format.
• The total prize pool value, which included cash and GMC Sierra Grand Prizes, exceeded $5,000,000!

iC Group provided prize insurance for the $5,000,000 prize pool and handled Promotion Risk Management services.