Shell Fills Up on Promos to Rebrand Stations

There is increasing visibility of the red and yellow Shell logo in the Detroit area as the gasoline supplier pumps up a gas station rebranding campaign via customer appreciation events, giveaways and a sweepstakes.

The six-week long campaign kicked off Oct. 1 and encompasses 17 customer appreciation events at stations throughout the region. It is meant to shed light on the company’s new image in Detroit by showcasing its remodeled gas stations, new canopies, improved buildings, fuel dispensers and landscaping.

Employees at each Shell-branded station will hand out water bottles, pens, tire gauges and other branded items during the campaign. Shell will provide children’s entertainment and local radio stations 96.3 WDVD and 97.9 WJLB will broadcast on site. The company dangles $20 Shell Gift Cards to the first 50 customers who arrive at the events.

Meanwhile, a sweepstakes will culminate on Nov. 13 with the selection of 10 finalists. On Dec. 16, the finalists gather at a local Shell station for the chance to win the grand prize, $10,000 in Shell gasoline. Each finalist will draw a Shell prepaid gas card, but only one will activate the gas pump signaling the card is worth $10,000. The remaining finalists will each receive $500 in Shell gasoline.

To support, 5,000 door hangers are being distributed in each of the 17 ZIP codes in the Detroit area. The materials list the customer appreciation dates and locations in that ZIP code, along with a gasoline coupon for $2.00 off a purchase of 10 gallons or more.

“Consumers have a choice when they purchase gasoline, stop at a convenience store or visit a car wash…we intend to make Shell the brand of choice for motorists in the area,” said Kevin Autin, Mid-Continent GM at Shell in a statement.

Houston-based Shell Oil Products U.S. and independent Detroit-area Shell-branded dealers sponsor the events. C.SAW Marketing Group, Chicago, handles.

In a separate development, last month Shell awarded Chuckey, TN, resident Donald Snyder with gasoline for life as part of its Million Gallon Giveaway sweepstakes (PROMO Xtra, June 26, 2006).

For more coverage on games, contests & sweepstakes
For more coverage on marketing at retail
For more coverage on event marketing