RaceTrac's attribution study reported that the campaign achieved a 244% lift in store visitation among those who saw the billboards. It also found that 60% of exposed consumers visited a RaceTrac location within 2 days of initial exposure, and they were 26% more likely to visit RaceTrac multiple times in a 7-day window.
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RaceTrac is a chain of over 550 gas stations and convenience stores, located in the Southern region of the U.S. While facing an abundance of competition among quality c-stores in the South, RaceTrac was looking to partner with a media agency who could implement an integrated campaign to drive increased store traffic as well as increase the frequency of store visits with new and existing customers.
Smart Media Approach
Our media strategists combined terrestrial radio and OOH to deliver RaceTrac's message to drivers. The auditory call to action via radio during "drive time" combined with the visual association in billboard media was designed to strengthen the response rate to in-store promotions.
To measure the impact of RaceTrac's media campaign, we partnered with Clear Channel Outdoor and Cuebiq. Tampa and Atlanta were the chosen key markets for an attribution study against these KPIs:
- Visit rates between exposed and unexposed consumers
- The conversion latency of visits from initial exposure
- The number of OOH exposure's impact on the frequency of visits
While radio and OOH worked in tandem, OOH was the primary method of attribution due to the ability to link an exposure to the brand's billboard and subsequent store visits through mobile location tracking.