The demand for higher quality and diversified food items at convenience stores continues to rise. RaceTrac’s strategic focus on improving and promoting their new food offerings, in addition to developing deeper relationships with its customers has led to a new summer program that rewards its guests for their loyalty. Starting in early July, RaceTrac is rewriting the winning playbook with 'Wintastic Rewards,' a brand new instant win game played via the brand’s app.The gamification strategy behind the program mechanic is rooted in what we know about RaceTrac’s most loyal customers who likely already have the app; and are excited about the opportunity to instantly win by making a qualifying in-store purchase for a chance to win in-store offers. To bring this to life, RaceTrac in partnership with R/GA Austin, refreshed the design and UX within its pre-existing app, as well as added a new section to support the Wintastic Rewards program.To get the word out about the program, paid social, digital, radio, and in-store creative elements will educate consumers and leverage Leland L. Jones as 'coach' and spokesperson to provide details about how you can download, buy, scan and win. We also enlisted the help of DJ endorsers and influencers to get listeners excited about the program and help spread the word. Wintastic Rewards will run through September 4 and in select markets in Georgia, Texas, Louisiana and Florida. Other RaceTrac partners included MSLGroup for PR, Vert for digital media and MBI for traditional media. See the RaceTrac Wintastic Rewards creative here.CreditsAgency: R/GA (Austin)Group Creative Director: Murray WyseCreative Director: TJ WalthallAccount Director: Megan MillsSenior Content Producer: Laura WaltersSenior Producer: Shannon FloodSenior Art Director: Miles GilbertSenior Copywriter: Devin BrownGroup Director, Strategy: Kate Rush SheehyAssociate Strategy Director: Kate GunningManager, Business Affairs: Calli HowardStrategist: Andrea SolomonProduction Company: A Common ThreadDirector: Eli GreenExecutive Producer: J.P. McMahonLine Producer: Kimberly EstradaDirector of Photography: Phil DillonPost-Production Company: TBD PostProducer: Kate EadsEditor: Catie CacciColorist: Brandon ThomasSound Mixer: Dusty AlbertzVFX/Online: Dennis ValkPR Agency: MSLMedia Agencies: Vert, MBI