Shell will celebrate these "official [image-nocss] fuel" alliances using a combination of all-new point-of-purchase (POP) materials and radio and online ads, in combination with consumer giveaways and promotions.
"With the experts at Car and Driver and Road & Track in agreement that all three grades of Shell Nitrogen Enriched Gasolines protect vital engine parts from performance-robbing gunk, the focus of our fuels marketing activities in Q3 is about leveraging this alliance," said Karen Wildman, North America Shell brand and communications manager. "Having the experts choose Shell helps us reinforce with consumers why they should choose Shell for their own vehicles as well."
The national fuels promotion kicks off with all-new "The Experts Protect with..." POP materials at Shell-branded stations coast to coast, and starting August 2, anyone who visits Shell can pick up a special magazine subscription offer coupon for Car and Driver and Road & Track. This offer will be available through October 31, or while supplies last.
"The use of high-quality fuels, such as those offered by Shell, is one of the best ways to maximize the performance of a vehicle's engine," said Eddie Alterman, editor-in-chief of Car and Driver.. "Since our job is to evaluate and provide expert opinion about the cars America drives, it makes perfect sense for Shell fuels to help us get the most consistent level of testing for the vehicles we analyze."
Car and Driver will also be teaming up with Shell to offer a national "Free Fuel for a Year" sweepstakes that will give eight lucky winners an opportunity to protect his or her engine with free Shell Nitrogen Enriched Gasolines for a full year. As part of this sweepstakes, more than $50,000 in Shell Gift Cards will be awarded to daily winners over the eight-week period. The sweepstakes will run from September 6 to October 31.
All promotional activities will continue to communicate the benefits of the patented Shell Nitrogen Enriched Cleaning System, which acts as a protective shield against the buildup of performance-robbing "gunk." The multiple consumer-focused elements will emphasize the importance of continuous use of Shell Nitrogen Enriched Gasolines to clean and protect critical engine parts while driving. POP images are available upon request.
The company also just wrapped up its Shell V-Power "Fuel My Passion" contest and sweepstakes for the second year in a row. Contestants were required to submit a photo showing them giving the "V" sign (symbolizing Shell V-Power) along with their ride (sports car, motorcycle, boat, RV, etc.) and a few sentences on how Shell V-Power fuels their passion for their ride. Entrants have a chance to win one of the five category grand prizes including free Shell V-Power for a year or a $500 Shell Gift Card. Each qualified entrant will automatically be entered into a sweepstakes for a chance to win their choice of the ultimate prize: a new Audi S5 or Q7 or a Harley-Davidson Wide Glide Ultra Limited motorcycle and five years of Shell V-Power.
The contest closed last week, and guest judgeseditors-in-chief Matt DeLorenzo from Road & Track, Eddie Alterman from Car and Driver and Mark Hoyer from Cycle Worldare currently narrowing down the entries.
Shell V-Power contains the highest concentration of the Shell Nitrogen Enriched Cleaning System.
Shell Oil Products US, a subsidiary of Shell Oil Co., is a leader in the refining, transportation and marketing of fuels, and has a network of approximately 6,100 branded gas stations in the western United States. Shell Oil is an affiliate of the Shell Group. Royal Dutch Shell plc is incorporated in England and Wales and has its headquarters in The Hague. Shell Oil is a 50% owner of Motiva Enterprises LLC, along with Saudi Refining Inc. Motiva refines and markets branded products through more than 8,300 Shell-branded stations in the eastern and southern United States.
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