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.
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