How Mars Beat the Badlands, Mastered the Mojave

Snickers promotion provided free fuel at remote gas stations

Cowboy Corner Mars Snickers (CSP Daily News / Convenience Store / Candy)

HACKETTSTOWN, N.J. -- Over the July 4th holiday weekend, to help fuel Independence Day road trips and gain attention for the ongoing Snickers Brand FUEL Game taking place at retailers nationwide, Mars Chocolate North America offered a special one-day-only giveaway of $20,000 in free cash-for-gas to road-trippers on July 3.

The catch--the promotion was available only at two of the most remote, hardest-to-reach gas stations in the entire country, one in the Mojave Desert and the other outside the Badlands.

Najah's Desert Oasis, Essex, Calif., is a true oasis for travelers navigating the Southwest. Located along a desolate stretch of desert on historic Route 66, it is the only gas station on a 40-mile stretch of road in one of the most unforgiving landscapes in the United States. And Cowboy Corner, Interior, S.D., nestled near the Badlands, is one of the few gas stations en route to the Mount Rushmore, Devils Tower or the Black Hills.

At each station, Snickers distributed a $50 prepaid debit card ($10,000 worth at each station) to the first 200 vehicles, which can be instantly redeemed for free gas on site or elsewhere, with a limit of one prepaid debit card per eligible individual with a vehicle on site.

Sue Leach, owner of Cowboy Corner, said the promotion was great for business. "It has been kind of fun and something new," Leach told KOTA News. "People from all over stopped in for the deal. … People from different places including [Iowa], New York, North Carolina and Georgia showed up."

Mars created the one-day giveaway to raise awareness for the Snickers Brand FUEL Game, an ongoing nationwide promotion giving consumers the chance to fuel up on Snickers Bars or gas throughout the summer driving season. Specially marked Snickers bars offering the chance to play the Snickers Brand FUEL Game are available nationally at convenience stores, gas stations and other retailers offering consumers opportunities to win cash-for-gas, or one of thousands of coupons, redeemable for a free Snickers bar.

Mars Chocolate North America, Hackettstown, N.J., is the North American chocolate operations of Mars Inc. McLean, Va.-based Mars has net sales of more than $33 billion, six business segments including Chocolate, Wrigley, Food, Drinks, Petcare and Symbioscience.