# Collaborative Fuel-Based Point Systems Marathon Petroleum Improved Its Reward System Offerings By Ell Smith | Published 2018-04-26 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/marathon-petroleum References: [cstoredecisions](https://www.cstoredecisions.com/2018/04/23/marathon-petroleum-announces-reward-partnerships/) & [marathonpetroleum](http://www.marathonpetroleum.com/brand/Credit_Gift_Fuel_Cards/) [Marathon Petroleum](https://www.trendhunter.com/trends/Integrated-care-navigation) has announced a reward plan called 'MakeItCount' which is incentivising consumers with unique offerings that enable them to earn points on both fuel and non-fuel items at select locations. This reward plan offering came as a result of [collaborations between other brands](https://www.trendhunter.com/trends/united-airlines-and-instacart), like Southwest Airlines, La Quinta Inns & Suites, the Arbor Day Foundation. The partnership with these companies enable consumers to put their Marathon reward points toward offerings from the listed brands, which include [discounted travel accommodations](https://www.trendhunter.com/trends/millennium-hotels-and-resorts), cheaper flights and more. Marathon's Brand Director, William McCleave stated that “we believe MakeItCount offers consumers an ideal mix of choices, and as a result of the program structure, is differentiated from other major oil brand programs.” Image Credit: Marathon Petroleum ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 6% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) ## Key Themes ### What's Driving This Trend - **Collaborative Reward Programs:** Collaborating with other brands for unique offerings that enable consumers to earn points and redeem them for discounts or freebies. - **Fuel-based Incentive Programs:** Creating reward programs that incentivize consumers with points on both fuel and non-fuel items at select locations. - **Multi-brand Reward Redemption:** Offering consumers the ability to put their reward points towards discounts and free items from partner brands/products. ### Who This Affects Most - **Oil and Gas:** Disruptive innovation opportunities in incentivizing and retaining customers utilizing fuel-based reward programs that include collaborative partner brands. - **Hospitality and Travel:** Disruptive innovation opportunities in collaborating with fuel-based retailers for unique reward offerings that include travel and accommodations. - **Retail:** Disruptive innovation opportunities in partnering with fuel-based retailers for offering discounts and free items/incentives to drive customer loyalty. ## Related on Trend Hunter - [Loyalty-Based Fuel Savings](https://www.trendhunter.com/trends/true-north-energy.md) - [Rejuvenated Fuel Loyalty Apps](https://www.trendhunter.com/trends/fuel-loyalty-app.md) - [Gas Retailer Rewards Programs](https://www.trendhunter.com/trends/gas-n-wash.md) - [First-Of-Its-Kind Digital Coupons Programs](https://www.trendhunter.com/trends/digital-coupons-program.md) - [Consolidated Fuel Credit Cards](https://www.trendhunter.com/trends/fuel-credit-card.md) - [Fleet Fuel Card Programs](https://www.trendhunter.com/trends/fuel-card.md) - [QSR Rewards Programs](https://www.trendhunter.com/trends/qsr-rewards-programs.md) - [Elevated Fuel Reward Programs](https://www.trendhunter.com/trends/fuel-rewards-platinum-status.md) - [Tiered Pizza Rewards Systems](https://www.trendhunter.com/trends/dominos-4.md)