Shell Oil Products U.S. exceeded its goals for its fall 2004 promotional campaign with MasterCard International, which included a sweepstakes that dangled 35 2005 Chrysler Crossfires and $1,000 worth of Shell V-Power premium gas.
The promotion was designed to drive incremental traffic to Shell-branded gasoline stations and usage of MasterCard cards in addition to generating new applications for the Shell MasterCard from CitiCards.
During the promotional period, usage of the Shell MasterCard card increased by an average of 32% nationwide compared to the same period last year. In addition, more than 30 million people qualified for the sweepstakes when they used their MasterCard and were entered for the chance to win by using a MasterCard at Shell. The company said Shell MasterCard accounts booked during the fourth quarter increased significantly.
The promotion helped increase total MasterCard transactions at Shell locations by 19%.
Promotional materials included information about the customer benefits of the Shell MasterCard. To support the effort, a pre-approved direct mail piece with a $20 credit incentive was sent to five million consumers, in addition to magazine, Internet and radio advertisements and p.r. efforts. Shell stations received a P-O-P package that included pump toppers, pole signs and register signs. Additionally, credit card statement inserts notified existing Shell MasterCard cardholders about the program.
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