Houston :As the number one selling gasoline brand in the U.S., Shell is launching a new 2010 Q3 marketing campaign aimed at continuing to educate drivers about how Shell Nitrogen Enriched Gasolines help clean and protect critical engine parts to help improve engine performance. The campaign will highlight Shell as the official fuel of Car and Driver and Road & Track, with all vehicle testing and evaluations by these publications fuelled exclusively with Shell Nitrogen Enriched Gasolines, including Shell V-Power® premium gasoline. Shell will celebrate its “official fuel” alliance with Car and Driver and Road & Track using a combination of all-new point-of-purchase materials and radio and online ads, in combination with exciting 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 Q3 national fuels promotion kicks off with all-new “The Experts Protect with…” point-of-purchase (POP) materials at Shell-branded stations coast to coast, and starting today 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, 2010, 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 exciting 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, 2010.
All Q3 promotional activities will continue to communicate the benefits of the patented Shell Nitrogen Enriched Cleaning System, which acts as a protective shield against the build-up 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.