Shell looks to attract consumers to the pump via web offerings
Shell is offering US consumers the chance to win free fuel, play a racing game, and join a movement to help protect the nation’s vehicles from “gunk”
in a new online promotion.
The fuel retailer has introduced a number of new, interactive components to its US website, including the “Shell $2,900 Every Day Giveaway” promotion with chances to win free Shell fuel every 29 minutes, a blog by automotive expert Dr. FuelGood, discussion boards, new videos featuring the Shell Passionate Experts and new Shell Refillable Cards. It says the promotion is designed to educate consumers about fuel quality and drive traffic to Shell stations across the US.
The “Shell $2,900 Every Day Giveaway” promotion, running August 4 through September 28, highlights the No. 29 Shell-Pennzoil car. The promotion offers Shell customers the chance to instantly win US$2,900 in free Shell fuel – both online and at Shell retail locations. At participating stations, customers will receive a scratch-and-match game card with any fuel purchase – they scratch the gunk off the valves to see what they have won.
By visiting http://www.shell.us/gasgiveaway, visitors can also play a Shell racing game for the chance to win free Shell fuel every 29 minutes and thousands of other prizes, including No. 29 Shell-Pennzoil merchandise autographed by Kevin Harvick and a limited edition 105th Anniversary Harley-Davidson Motorcycle. After playing four game codes, participants can also download a free Shell racing game. Consumers may also write in for a free game card.
Consumers are being encouraged to stop by the all-new “Americans for a Gunk-Free Nation” (AGFN) web pages. With the help of ASE-certified mechanic and automotive expert Sam Memmolo, also known as “Dr. FuelGood,” the aim is to help protect the nation’s engines from “gunk” and keep America’s vehicles healthy. The pages feature Dr. FuelGood’s blog, where visitors can participate in the dialogue as he blogs about vehicle health, car care and how to get the most out of every gasoline purchase.
The “Shell Passionate Experts” have updated web pages on the Shell US site that include their new TV spots and online videos. These feature a “Fuel Injector Symphony” and a chat with Kevin Harvick about his “Minivan.” The videos can be accessed via the “Jumbotron” in the virtual lobby. Visitors can also navigate through the virtual testing facility to experience the laboratory, garage, lounge and test bay. The pages include information about Shell gasolines, NASCAR and the Shell Platinum MasterCard. They also offer widgets and screen saver downloads, cell phone ringtones, games and merchandise.
There is also the My Shell Bucks page. Participants can go online to instantly load up to US$300 on their Shell Refillable Card, which can then be used instead of cash at any Shell station. The cards are aimed at college-bound drivers, high-school drivers, or as gifts for relatives, friends, and family, and to help motorists control and manage spending. http://www.shellus.com/