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HOUSTON -- This summer, a $30 million marketing campaign designed to draw drivers to its pumps will showcase Shell's high quality fuel that exceeds government standards and those set by the top automakers, the company said. The campaign alludes to the voluntary Top Tier detergent gas standard that was introduced by automakers BMW, GM, Honda and Toyota.
The campaign includes advertising, point of purchase materials and a sweepstakes titled "Million Gallon Giveaway." Shell will show 15 and 30 second commercials created by JWT. Shell will have pump toppers, column banners, in-store materials and signs on display at more than 13,000 stations throughout the nation.
TV and radio ads will begin on July 31 that will promote the scratch-and-win Million Gallon Giveaway, where six customers will win free gas for life and $200,000 others will receive $10 gas cards. Those that do not win will still learn a fuel saving tip, which is featured on the game card, the company said.
"We know this is an extremely relevant promotion for consumers because we tested a variety of innovative concepts, and winning a lifetime supply of gasoline was by far the most compelling," said Karen Wildman, brand and communications manager for Shell.
Wildman said that almost all eligible Shell stations will participate in the promotion. "It's thrilling to have such tremendous buy-in from our wholesalers and retailers because it means they agree that this promotion will drive traffic to their sites," she said. The states not eligible are Maryland, New Jersey, Virginia and Puerto Rico.