33 Degrees Convenience Connect In-store digital
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Digital out-of-home · Convenience retail

Advertising inside the convenience store.

33 Degrees Convenience Connect put digital video walls in convenience stores and sold the advertising on them. Its network ran on Circle K.

See the campaign results The network
3,000 storesCircle K target for September 2018, across 57 US markets
22 millionMonthly impressions, from the company's own 2019 figures
2015Founded by three partner companies

The network

Circle K, wall by wall

The company built and sold The Circle K Digital Network: screens above the merchandise, in front of a customer who has a basket in hand and has not reached the counter yet.

  • Deployment, installation and ad sales under one company
  • National, regional and local campaigns, targeted by store
  • Sold in blocks from three stores up to a hundred
How it works
An image published on the company's own website, recovered from the web archive.

Published on the company's website, 2017. Recovered from the web archive; no original caption survives.

Results

Four campaigns, measured against stores without screens

Same weeks, same products, some stores with the screens and some without. The gap between the two groups is the network's effect.

Spirits · 41 stores · 8 weeks

New Amsterdam Vodka

+14% then +43%

Against +6% and +31% in stores without screens. E.J. Gallo Wine, Phoenix market, Dec 2017 – Jan 2018.

 Lottery · 98 stores · 4 weeks

The Arizona Lottery

+8.2%

+18% a week against +9.8% where there were no screens. No promotion attached.

 Energy drink

Joker Mad Energy

+37%

Circle K used the walls to launch its own drink: +177% a week against +140%.

 Local business · 3 stores · 52 weeks

Tempe Tanning Co.

+44%

More people searching the business by name, and 21% more sales. No other marketing running.

How a campaign ran

Brief to measured lift

In every documented campaign the advertiser bought a subset of stores and the rest were left alone. Results were reported as the difference between the two.

  1. Plan a market

    National, regional or local, targeted by store.

  2. Build it

    Conexus World installs and manages the walls; MPG Media buys the space.

  3. Air the spot

    A fifteen-second spot, averaging 21 airings an hour in the documented test.

  4. Measure against a control

    Baseline set before the campaign, then screens compared with no-screens.

Who built it

Three companies, one network

Retail

OTT Communications

Agency of record for Circle K.

Buying

MPG Media

Out-of-home media buying and large-format print. Ten years on Circle K before the network.

Hardware

Conexus World

Designs, installs and manages digital video walls in retail locations and airports.

“The Circle K Digital Network provides an innovative opportunity to extend The Advertising Council's critical public service advertising. We are pleased to partner with 33 Degrees to make a difference and help change behavior for the common good in hundreds of local communities.”

Managing Director, Ad Council

Status

Where things stand

  • Company websiteGone — now a parking page
  • Circle K networkNot verified as running
  • Still operating?Unknown
  • This siteIndependent reconstruction

Built from the company's own website as archived between 2016 and 2019, and its LinkedIn profile. Not affiliated with the company. Where its figures conflict, both are shown.

Sources and limitations Contact

What is missing

  • A network map with screen counts
  • Impressions or redemption data by campaign
  • The original logo files and press kit
  • What happened after 2019