Automotive aftermarket parts retailer Advance Auto Parts is blending a series of on-site activations and mobile pushes to drive signups for its rewards program during its yearly tour.

Marking the fourth Mobile Tours for Advance Auto Parts and Interactions, the retailer will be launching a series of social media pushes to support its onsite activities in multiple cities. A special Instagram influencer who acts as a mascot for one of the tours will be making appearances and sharing content on his account as well.

“We’re revved up for our fourth annual Mobile Tour with Interactions and are looking forward to an exciting and memorable experience for all of our attendees,” said Walter Scott, chief marketing officer at Advance Auto Parts. “Throughout this year’s tour, we will be engaging our DIY and professional customers in the experience and setting Advance apart as a company that has a passion for our customers and a passion for yes.”

Advance Auto Parts teamed up with the marketing firm Interactions to build the campaign and tours.

Advancing mobile rewards
Advance Auto Parts’ Mobile Tours consists of multiple tours throughout the United States. The brand is encouraging social media users to follow along with the hashtag #AAPRevItUp.

A mobile Web site has also been launched to act as a hub for the tours, where users can interact with the brand and stay up to date with happenings.

Dad showing me how we’re going to restore this 1967 Camaro on the tour this year! Make sure you’re a part of the process by coming out to join us at one of our stops. ???? #AAPRevItUp #AdvanceAutoParts #Camaro #Cars #DaytonaBikeWeek #DaytonaBikeWeek2017 #dogsofinstagram

A post shared by Tuxlee (@tuxleeontour) on Mar 12, 2017 at 9:49am PDT

While on location, AAP will be encouraging visitors to interact with its Speed Perks gaming application. Members who are already a part of the Speed Perks rewards program will have access to special events during the tour.

Guests will also be able to meet brand ambassador and adorable dog Tuxlee, who will also be sharing information regarding the tour. Tuxlee will be traveling with a Camaro on the tour that AAP is restoring.

That’s right – I now have my very own Mini-Me! Never thought I’d find someone even tinier than I am! What should I name him? ???? #AAPrevitup #speedperks #DaytonaBikeWeek #dogs #minituxlee #advanceautoparts

A post shared by Tuxlee (@tuxleeontour) on Mar 13, 2017 at 11:10am PDT

Continuing the campaign
AAP originally revved up loyalty with a mobile puzzle game designed to let players experience the brand while encouraging them to sign up for the Speed Perks rewards program.

The auto parts retailer is continuing to create a following of loyal customers by prompting them to sign up for its Speed Perks rewards program through a mobile puzzle game that ranks players based on speed and accuracy. Along with the game, an Instagram account was originally made last year for Tuxlee, for fans to stay up-to-date on the tour as well as view pictures of the dressed-up pup (see more).

“Through our partnership last year, we were able to engage with nearly 100,000 event attendees, and we’re eager to once again team up with Advance Auto Parts,” said Nicole LeMaire, vice president at Interactions. “This year’s tours give us the opportunity to involve new markets and provide consumers with an educational and fun experience.

“We look forward to supporting this initiative as Advance Auto Parts reaches more DIYers, professional installers and enthusiasts around the country,” she said.