Shell Oil Products U.S. is giving away cars and gasoline in a fall sweepstakes promotion with MasterCard International.
Designed to drive traffic to Shell-branded gasoline stations and generate increased applications for the Shell MasterCard from Citi Cards, customers are automatically entered each time they use a MasterCard at participating stations. The prizes include 35 2005 Chrysler Crossfires and $1,000 worth of Shell V-Power premium gas.
Promotional materials include information about the customer benefits of the Shell MasterCard and a direct mail campaign. Pre-approved direct mail with a $20 credit incentive will be distributed to millions of households across the U.S. to encourage people to sign up, the company said.
The incentive is combined with a 0% APR on balance transfers for six months and a 5% gasoline rebate on Shell gasoline purchases.
The program is supported by a national campaign with magazine, Internet and radio advertisements and p.r. efforts. In addition, Shell stations will receive a P-O-P package that includes pump toppers, pole signs and register signs. Additionally, credit card statement inserts will notify existing Shell MasterCard cardholders about the program.
Because state laws in Maryland, Virginia and New Jersey prohibit sweepstakes promotions relating to gasoline and products covered by excise taxes, a different program has been designed to promote the Shell MasterCard at Shell stations in those areas to include direct mail and P-O-P.
Shell said it hopes to achieve a 50% increase in Shell MasterCard applications during the promotional period, which ends Dec. 31.
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