Delta Sonic Ran 99 Gleam Giveaways in Five Years

Delta Sonic runs car washes, detailing, oil changes, gas stations and convenience stores across Western and Central New York, Chicago and Erie, Pennsylvania. Its Unlimited Wash Club is a monthly membership.

It has run 99 Gleam Competitions in five years.

Three Giveaways, 99 Campaigns

Delta Sonic runs three kinds of giveaway at once, each on its own schedule.

That’s 99 campaigns in 60 months, about 1.65 a month.

Format One: The Seasonal Calendar

The first kind follows the calendar: holidays, local occasions and seasonal events.

Valentine’s Day. St. Patrick’s Day. 716 Day, a celebration of Buffalo’s own area code. National Dog Day. National Car Wash Day. The 12 Days of Super Kissmas ran from December 8 to 19 with a new prize each day, from unlimited washes and oil changes to gift cards and detailing.

Each one is themed for the occasion and entered with an email address.

The prize is almost always a Delta Sonic service. The St. Patrick’s Day giveaway offered 1 month of Unlimited Super Kiss Plus Washes, a $50 Gas & Convenience Store Gift Card and a Super Interior Cleaning with Steam, a $132 value, to 2 winners.

Format Two: Ticket Tuesday

Every Tuesday in season, Delta Sonic gives away tickets to a local game. The one pictured here offered 2 Rochester Americans tickets for Friday, January 9, 2026, against the Laval Rockets.

Rochester Americans. Syracuse Crunch. Buffalo Bandits. Delta Sonic holds official partnerships with local sports teams across its markets, and Ticket Tuesday is how it activates those partnerships week after week.

Every Entrant is tagged in Delta Sonic’s Mailchimp list by city and region, so each city’s list hears about its own team.

Format Three: Community Moments

The third kind is reactive, built around local moments as they happen.

Bills Win, We All Win runs when the Bills win.

One Action, 61.45% Conversion Rate

Across all three formats, the entry mechanic is almost always an email address.

The Valentine’s Day giveaway had one Action. 1,227 Impressions produced 754 Entrants and 754 Completed Actions.

That’s a 61.45% Conversion Rate (754 Entrants / 1,227 Impressions).

Tagged by City and Region

Delta Sonic collects an email address and location with every entry and tags each Entrant in Mailchimp by city and region.

Some Delta Sonic services are only available in specific locations. Some promotions are tied to local sports teams that only matter to customers in that market. When Delta Sonic ran a baseball promotion with teams in Buffalo, Rochester, Syracuse and Erie, each city got its own team’s offer.

David Cervi, Senior Designer at SM&B Advertising, explains how it works: “Customers are tagged in our Mailchimp list, allowing us to properly segment everyone. While we do not take our campaigns down to specific locations, we do target customers based on city and region. Being able to take the information we receive in Gleam and break this out into campaigns is vital for our marketing.”

Giving Away Oil Changes and Interior Details

Almost every campaign gives away a Delta Sonic service: unlimited washes, oil changes, interior cleaning or an in-store gift card.

While we are known for our great car wash services, we have a wide range of services that customers may not be aware of. Giving away oil changes or interior detail services allows us to educate customers and also, to get them to try a service they may not have known about. Our goal with all of these services is to impress customers so they will want to come back for more.

David Cervi, Senior Designer at SM&B Advertising

Key Growth Takeaways

Run more than one kind of giveaway. Delta Sonic runs a seasonal calendar, a weekly ticket draw and game-day giveaways.

Give away your own services. Delta Sonic does in almost every campaign, partly to get customers to try services they hadn’t known about.

Run one giveaway on a fixed day. Ticket Tuesday gives local fans a weekly reason to check in.

Be ready for local moments, as Delta Sonic is with Bills Win, We All Win.

Keep entry to one Action. The Valentine’s Day giveaway converted 61.45% of Impressions into Entrants with an email address as the only ask.