100K app downloads in 30 days? How about 280K.


RaceTrac was launching its RaceTrac Rewards loyalty program via an all-new mobile app for Apple and Android devices. The RaceTrac Rewards app allows guests to earn points redeemable for free RaceTrac products—such as chips, candy, snacks, fresh sandwiches, drinks, frozen yogurt, and more—by making purchases at the pump and in-store. It also provides guests with exclusive access to special coupons and discounts.

Morrison was tasked with developing the strategy and creative for the app launch campaign, deploying traditional and digital tactics to spread awareness of the app and generate downloads. The goal was to generate 100,000 app downloads by the end of the first month of promotion, targeting initial advertising across Georgia, Texas, Florida, and Louisiana.


To promote the app launch, we developed an engaging microsite to serve as the destination for all digital media and advertising efforts. The microsite communicated the features and benefits of the app in a visually interesting way (we’re talking free-stuff-falling-out-of-phones interesting), housed FAQ content, and contained links to download the app.

To stimulate app downloads, a robust digital media plan was executed. App Install ads were leveraged on social media (Facebook, Twitter, and Instagram). This ad format allowed us to reach a hyper-targeted audience natively in mobile newsfeeds with compelling creative, providing users with the opportunity to download the app right from the ad. In addition, the :30 video spot we produced was featured on YouTube with companion ads, and on Facebook with video ads.

Traditional mediums were also leveraged, including OOH (vinyl and digital) and radio (:30 radio, traffic sponsorship, DJ endorsements, and streaming radio).


Only one week into launch, we had achieved 62% of the 100,000 download goal with nearly 62,000 downloads. At the end of the first month, the campaign goal was exceeded by 180% with 280,000 downloads, growing to over 400,000 downloads by the second month. As a whole, the campaign was a huge success for RaceTrac, and the app continues to stimulate brand engagement amongst consumers.

  • 41,000 Site Visits In Month 1
  • 180% increase In Download Goal
  • 43% increase In Downloads Month 2