ExxonMobil gains 80,000 cardholders with Speedpass offer
In the USA, a 90 day ExxonMobil credit card promotion featuring a free Speedpass on sign-up has gained the company more than 80,000 new cardholders for the proprietary credit card.
According to ExxonMobil many of the new cardholders took advantage of the opportunity to get a free Speedpass when their credit card application was accepted. During the promotion, ExxonMobil teamed up with GE Consumer Finance for the large-scale integrated marketing campaign that ran from March until the end of May 2005. Each new account holder received a US$10 statement credit after their first use of the card.
The offer, which generated more than twice the number of applications received during the same period last year, was heavily promoted through ExxonMobil's 14,000+ retail locations in the USA. Exxon and Mobil retailers also supported the promotion with local give-aways ranging from travel mugs to US$10 discounts on 10-gallon fuel purchases if customers applied for the ExxonMobil card at the same time.
New cards During the same period GE Consumer Finance also issued new and improved ExxonMobil cards to more than 7 million existing cardholders. Interestingly, the company says that more than 80% of existing cardholders have already made use of their newly-issued card.
The new cards incorporate updated anti-fraud technologies, and provide cardholders with a choice of payment dates. Thanks to the new anti-fraud features, cardholders now also benefit from a zero fraud liability clause. GE also used the opportunity to standardise on 16-digit account numbers.
Following the successful offer, cardholders can also choose to link their cards to the free Speedpass key tag they received. Additionally, until the end of August 2005, many participating Exxon and Mobil locations are running a Speedpass promotion for both current and new Speedpass customers.