Weigel’s recently wrapped up its MyWeigel’s Roadtrip 2025, a 100-day campaign featuring rewards, sweepstakes and games in its loyalty app. Notable prizes included an Eddie Bauer Camper, a Monster E-Bike and a Seadoo. “Complete with Ellie & the Camper as the campaign mascot, Roadtrip 2025 delivered record-setting participation across every part of the loyalty platform,” the retailer said.

Weigel’s said that during the campaign period, freebie redemptions jumped 63% compared to 2024, with penetration reaching a record 43%. Over 3,000 new guests enrolled in loyalty during kickoff week alone, the “second-highest enrollment week in Weigel’s history.”

More than 36,000 new registered users joined during the campaign, app usage grew 38% and monthly active users rose 13%, the company said. Gen Z enrollment surpassed 100,000 registered members. “Loyalty members who visited 12 or more times per month increased 4.5% during the campaign, proving the program’s ability to inspire repeat visits,” Weigel’s said.

Meanwhile, the retailer said employee participation was up 2.3% in fuel, 3.5% in food and 6.7% in points earned. Customers also checked in over 40,000 times with geo-fenced features.

“Our guests embraced the Roadtrip theme with Ellie the Camper and turned summer into a season-long journey with Weigel’s,” said Jessica Starnes, director of loyalty. “From sweepstakes excitement to daily check-ins, this campaign showed how loyalty and gamification can transform how our guests engage with our brand.”

During the campaign period, Weigel’s announced “a major milestone” in mobile engagement: the Weigel’s Arcade, available in the MyWeigel’s App, officially surpassed 1 million plays.

At PDI Connections Live 2025, Starnes discussed ways to enhance loyalty apps with gamification and new ways to redeem offers. Read more here.