Up until its end in 2021, the convenience store chain Circle K captivated customers with its promotional game, Circle K Rock Paper Prizes. This article examines the game’s operation, incentives, effects on player engagement, and brand promotion.
How Circle K Rock Paper Prizes Worked
Customers could play an online game of rock, paper, scissors as part of the Circle K “Rock, Paper, Prizes” promotion for a chance to win weekly and instant prizes. Players would select their move and compete against athletes and celebrities by visiting the Circle K website.
They would receive fifteen cents off a gallon of gas right away if they won.
Those who were over 13 and legal residents of some Canadian provinces and territories could enter the contest (with parental or guardian consent). It ran from May 4th and was an ongoing promotion.
No purchase was necessary to enter the contest. Customers could also obtain a “No Purchase UPC” by sending a 25-word minimum handwritten essay about their favorite Circle K snacks to the contest organizers. This would give them 25 bonus entries for the weekly and grand prizes.
The instant prize, weekly prize entries, grand prize entries, and bonus entries were all considered separate “Entries” in the contest. Customers had to submit each entry personally using their mobile phone number.
Origins and Early Growth
- In 1951, Fred Hervey, a businessman, bought three Kay’s Food Stores in El Paso, Texas, and established Circle K.
- Hervey renamed the stores “Circle K Food Stores, Inc.” and grew the chain into neighboring New Mexico and Arizona.
- By 1975, there were 1,000 Circle K stores across the United States.
Expansion and Challenges
- Circle K first entered into an international licensing agreement with a Japanese retail chain in 1979.
- In the 1980s, Circle K grew quickly under CEO Karl Eller, creating about 1,300 licensed or joint venture stores abroad in addition to more than 4,600 locations nationwide.
- But in the late 1980s, the business faced financial difficulties that resulted in its 1990 Chapter 11 bankruptcy filing.
Ownership Changes and Rebranding
- In 1993, Circle K avoided bankruptcy through its acquisition by Investcorp.
- Then, well-known petroleum refiner and marketer Tosco Corporation bought Circle K in 1996.
- The journey continued in 2003 when the Canadian convenience store operator Alimentation Couche-Tard took ownership.
- Couche-Tard started introducing Circle K’s new logo and brand identity to the world in 2015.
Current Status
- Circle K expanded to over 14,800 locations globally by 2020, with 2,697 of those being in Europe, 2,799 in North America, and 2,380 being franchise locations.
- Just behind 7-Eleven, Circle K is currently the second-biggest chain of convenience stores in the US.
Awards & Recognition
The Circle K “Rock, Paper, Prizes” promotion offered various prizes and rewards to its participants. Here are the details:
Instant Prizes
Food and Beverage Products: There are 1,749,748 products available, with prices ranging from $1.79 to $4.49 on average.
Rewards with a QR code: 3,631,836 items total, ranging in value from $0.75 to $15.99, are up for grabs.
Weekly Prizes
Weekly Prize Entries: Players who participate in the game every day can win more entries. An additional two weekly prize entries and two grand prize entries were awarded to the participant if they won an instant prize during the first gameplay of the day.
Grand Prizes
Grand Prize Entries: Customers could win grand prizes by playing the game and accumulating entries. The contest also offered bonus entries through the “No Purchase UPC” method.
No Purchase UPC Bonus Entries
Bonus Entries: By sending a 25-word minimum handwritten essay about their favorite Circle K snacks, customers could obtain a “No Purchase UPC” code. This code could be entered on the website to receive 25 bonus weekly and grand prize entries.
Additional Rewards
Discounts: Customers could win discounts on fuel, such as saving $0.03/L, $0.05/L, or $0.07/L on fuel.
Contest Period
The contest started on May 4th and ended at some point, with the exact date not specified in the sources
Customer Engagement and Promotion
The Circle K “Rock, Paper, Prizes” promotion was designed to engage customers and promote the convenience store chain’s products. Here are the key aspects of customer engagement and promotion:
Customer Engagement
Gameplay: The promotion involved a game of rock, paper, and scissors where customers could play against opponents like celebrities and athletes. This interactive element encouraged customer participation and engagement.
Instant Prizes: Customers could win instant prizes such as beverage and food products, which added to the excitement and motivation to play.
Weekly and Grand Prizes: The chance to win weekly and grand prizes further incentivized customers to play regularly and accumulate entries.
No Purchase UPC Bonus Entries: By sending a 25-word minimum handwritten essay about their favorite Circle K snacks, customers could obtain a “No Purchase UPC” code, which provided 25 bonus weekly and grand prize entries. This method allowed customers to participate without purchasing anything.
Promotion of Products
Product Discounts: The campaign offered a range of fuel discounts, including savings of $0.03, $0.05, and $0.07 per liter. These savings boosted the promotion of Circle K’s fuel products by enticing customers to visit their stores and buy fuel.
Product Offers: In addition, a number of items, such as candies, soft drinks, and car wash services, were available at buy one, get one free discounts. These deals aided in product promotion and increased foot traffic to the store.
Availability and Access
The Circle K “Rock, Paper, Prizes” promotion was available to customers in certain Canadian provinces and territories, but the exact regions were not specified. The contest ran from May 4th, but the exact end date was not provided.
To access and play the game, customers had to:
- Download the free Circle K mobile app on iOS or Android devices.
- Purchase specially marked products at Circle K stores that contain promotional labels or codes.
- Obtain a “No Purchase UPC” by sending a 25-word minimum handwritten essay about their favorite Circle K snacks. This would give them 25 bonus entries for the weekly and grand prizes.
- Submit each entry personally, using their mobile phone number. The instant prize entry, weekly prize entry, grand prize entry, and bonus entries were all considered separate “Entries” in the contest
Timeline and Recent Updates
The “Rock, Paper, Prizes” campaign has undergone multiple iterations in the different regions where Circle K operates. The length of each iteration has varied depending on the local marketing strategies and campaigns. The most recent promotion ran from May 4, 2022, to May 23, 2023. On the Circle K website, players could win weekly and instant prizes by playing a straightforward game of rock, paper, scissors.
For more, read: Entertainment Magazines
FAQs
What is the “Rock, Paper, Prizes” campaign from Circle K?
With Circle K’s “Rock, Paper, Prizes” promotion, patrons can play the game of rock, paper, scissors to enter to win a variety of prizes.
What is the usual duration of the “Rock, Paper, Prizes” campaign?
The promotion’s duration varies depending on the campaign and the region, but it usually lasts a few weeks to a few months.
How can consumers take part in the promotion called “Rock, Paper, Prizes”?
Consumers can participate by using the Circle K website or app to play the digital version of the rock, paper, scissors game, which increases their chances of winning prizes.
Conclusion
Circle K Rock Paper Prizes showed how innovative marketing strategies can raise brand awareness and increase consumer engagement in cutthroat markets. By combining interactive gaming with rewards, Circle K successfully attracted and retained customers while promoting its diverse range of products. Although the promotion has ended, its impact on customer loyalty and brand perception continues to resonate within the convenience store industry.
