Shell Pushes NASCAR Role with Retail Contests
Shell has been revving its profile with NASCAR fans in multiple promotions playing off its sponsorship of Richard Childress Racing, Kevin Harvick and his no. 29 Shell-Pennzoil car.
It’s wrapping up a regional contest, the “$2,900 Gasoline Giveaway” in Atlanta this month, awarding the grand-prize winner a $2,900 gift card branded with the no. 29 Shell-Pennzoil car. A similar contest ran in New Hampshire earlier in the racing season.
At a September race in Kansas City and at an August race in Michigan, two Shell customers got to be “Crew Chief for a Day” in a sweeps run in Michigan, Toledo, Ohio and Kansas.
Nationally, Shell stations are currently offering a $25 Limited Edition Shell Racing Gift card while supplies last. Spurred by the Kevin Harvick stand-up unit with built-in sound, NASCAR aficionados might be induced to buy NASCAR apparel and doodads like die cast cars, auto accessories and novelties.
“In-store racing merchandise is a viable way to generate increased revenues for wholesalers and retailers,” said Karen Wildman, Shell Retail brand and communications manager, in a statement.
A “Get Movin’ On Monday” program has been giving away free beverages each Monday following a NASCAR race where Harvick finishes within the top 10 positions. Shell franchises have also been running an “It’s 29 Time” promotion, selling medium-sized drinks, snacks or a No. 29 decal for 20 cents.
