SEATTLE - Pelago, maker of social networking application Whrrl, announced the launch of Whrrl Society Rewards, a social loyalty program designed to close the gap between a brand's online social media presence and real-world physical presence.

As part of the unveiling, Murphy USA has teamed with Whrrl to reward the customers who love them. When customers check in with Whrrl at one of Murphy USA's 1,100 locations nationwide, they will be accepted into the "Murphy USA Society" and earn a chance to immediately win free gas.

Whrrl Society Rewards differs from traditional loyalty programs in four ways, the company noted in a press release:

1. Whrrl Society Rewards is prize-based. Consumers have an opportunity to win prizes when they check in to participating retail locations and earn additional opportunities to win as they achieve higher levels in Societies ?" which happens as others act on their recommendations. Because the rewards are prizes of chance, the program can be started and stopped easily and quickly, without the long-term financial liabilities that come with traditional transaction-based loyalty programs.
2. Whereas traditional programs, e.g. loyalty "punch cards," are based solely on transactions, Whrrl's Society Rewards is based on a person's ability to inspire friends to try new ideas at real-world places. When a user recommends an idea, they earn points and can level up in a Society. Users receive additional points when others "Want To" try that idea, actually do try the idea or pass on the recommendation to their friends. Users also earn points by getting others to join the Society and by checking in at qualifying locations.
3. Retailers and brands can have their own Societies on Whrrl. Societies are passion groups for the real-world, bringing people together to motivate each other to try new things in a vast array of topic areas, including live music, fashion, food, shopping, outdoor activities, "follow in the footsteps" groups and more. Retailers and brands can create their own Whrrl Societies and motivate their customers to join, activating them in the real world.
4. Whrrl Societies are viral. There are many opportunities for Society members to share out to their friends and followers on Facebook and Twitter, from check-ins and recommendations to prize win moments, which organically grows the Society.

Murphy USA has also engaged the services of Collective Bias, the leading social shopper-marketing agency, to create a social media advocate community. This community will drive participation in the Murphy USA Society as well as the retailer's future digital and social initiatives.

"Traditional loyalty programs can create the wrong expectations with customers, because discounts based on transactions don't always lead to a deeper relationship," said Casey Petersen, social media marketing manager for Murphy USA. "We love our customers not only for their business, but positive word-of-mouth and influence on others to try Murphy USA gas. Whrrl's Society Rewards program is the perfect way to reward them for their loyalty."

"Murphy USA is embracing social and local technology to re-invent what it means to be your gas station," said John Kim, vice president of product and marketing at Pelago. "Why does fueling up need to be a mundane activity when it can be opportunity for surprise, delight and fun? We are excited to be working with a brand that wants to add spice to your everyday activities."

For more information, visit pelago.com.