MasterCard drives consumers to the Shell station
A recent promotion by MasterCard and Shell in the USA has resulted in thousands of new Shell Mastercard accounts being opened, and the campaign's goals being greatly exceeded, according to MasterCard International.
Shell Oil Products US announced that it had exceeded its goals for the fourth quarter promotion and marketing campaign with MasterCard International and Citibank. The promotion was designed to drive incremental traffic to Shell-branded fuel outlets and to drive usage of MasterCard cards, in addition to generating new applications for the Shell MasterCard (from Citi Cards).
As a result of the recent promotion, Shell MasterCard accounts booked during the fourth quarter increased "significantly", also representing greater fuel sales volume for Shell. Additionally, during the promotional period, usage of the Shell MasterCard card increased by an average of 32% throughout the USA (compared to the same period the previous year).
Sweepstake boosted sales The results, which exceeded company expectations, were accomplished through a sweepstake tied to MasterCard usage at Shell stations. More than 30 million people qualified for the sweepstake and were entered (for each qualifying card usage) for a chance to win one of 35 current-model Chrysler Crossfires, and US$1,000 worth of Shell V-Power fuel. The promotion helped increase total MasterCard transactions at Shell by 19%, which correlated to a 22% increase in total payment card transactions for Shell nationwide.
"Advertising, viral marketing, and 35 Chrysler Crossfires helped us create excitement with our target consumers," said Elizabeth Hudson, manager of co-brand and third party card programmes for Shell Oil Products US. "The approach motivated existing customers to shop at Shell more frequently, attracted new customers to the brand, and increased the number of new Shell MasterCard accounts booked during the fourth quarter."
Marketing campaign A country-wide marketing campaign generated public awareness of the promotion by means of advertising, public relations, and point-of-purchase programmes. The promotional materials were designed to highlight the benefits of the Shell MasterCard and to encourage consumer applications. Similarly, a direct mail offer was sent to some 5 million consumers, carrying an added incentive for applying for the Shell MasterCard during the promotional period.
"Marketing campaigns in support of the card help drive business to Shell locations, and the card allows our retailers and wholesalers to save on transaction fees when customers use the card at Shell," added Hudson. The card also rewards Shell customers with a 5% rebate on fuel purchased at Shell stations.