Shell Pumps $30 Million into Summer Marketing Campaign
Consumers who take to the road this summer may be in for some free gasoline thanks to a $30 million marketing campaign launched by Shell Oil Products U.S. The campaign, which is aimed at driving traffic to Shell gas stations, includes a sweeps, P-O-P materials and ads that appear across several channels.
Starting July 31, Shell’s Million Gallon Giveaway sweeps gives consumers a chance to win more than 200,000 prizes through scratch-and-win game cards available at Shell locations. Six grand-prize winners will receive Shell gasoline for life and more than 200,000 consumers will receive a $10 Shell gasoline gift card. For those who don’t win a prize, every game card features a fuel -saving tip. The sweeps ends Oct. 1. TV spots and radio ads created by ad agency JWT, Houston, support.
Online and print advertising will also appear in general interest, lifestyle and automotive outlets such as Yahoo and Car and Driver magazine. A P-O-P program, including pump toppers, column banners, in-store materials and pole and yard signs will be on display at more than 13,000 Shell stations nationwide.
“We know this is an extremely relevant promotion for consumers because we tested a variety of innovative concepts,” said Karen Wildman, brand and communications manager for Shell in a statement, “and winning a lifetime supply of gasoline was by far the most compelling.” It’s thrilling to have such tremendous buy-in from wholesalers and retailers because it means they agree that this promotion will drive traffic to their sites, she added.
The summer promotion is part of an overall marketing plan, in which Houston-based Shell is focused on giving consumers the necessary tools to get the most out of gasoline purchases. Previous activities this year included the Take Your Pick promotion that rewarded new Shell Card holders with retailer gift cards for their fuel purchases (P&I, April 19, 2006). The company also kicked off a FuelStretch program, which provided money-saving tips to drivers.
The national average price for regular-grade gasoline has increased by more than 50% in the past 18 months.
