Shell, MasterCard Team on Sweeps
Shell Oil Products U.S., Houston, announced a fourth-quarter sweepstakes promotion yesterday with MasterCard International, Purchase, NY.The effort aims to drive traffic to Shell gasoline stations and increase applications for the Shell MasterCard from Citi Cards.
Each time that customers use a MasterCard at a participating Shell station through Dec. 31, they will be entered automatically into the MasterCard Sweepstakes at Shell. Each entry gives MasterCard cardholders a chance to win one of 35 2005 Chrysler Crossfires and $1,000 worth of Shell V-Power premium gasoline.
Shell hopes to achieve a 50 percent rise in Shell MasterCard applications and booked accounts during the promotional period.
Supporting materials include information about the customer benefits of the Shell MasterCard and a direct mail campaign designed to motivate consumers to apply. Pre-approved direct mail with a $20 credit incentive will be sent to millions of households to reward customers for accepting the Shell MasterCard offer.
The program is also supported by a national advertising and communications campaign that uses magazine, Internet and radio ads and public relations. Shell stations will receive a comprehensive point-of-purchase package that includes pump toppers, pole signs and register signs. Credit card statement inserts will notify existing Shell MasterCard cardholders about the sweepstakes.
Laws in Maryland, Virginia and New Jersey prohibit sweepstakes promotions connected with gasoline and products covered by excise taxes, so a different program has been designed to promote the Shell MasterCard at Shell stations in those states.
