Shell is leveraging its relationship with Richard Childress Racing (RCR), Kevin Harvick and the No. 29 Shell-Pennzoil car in an effort to drive traffic and sales at Shell branded service stations in the United States. In the one year since the company’s announcement regarding its re-entry into the sport, Shell has created a multitude of national and local brand-building opportunities for wholesalers and retailers by providing chances for them to become a part
of the action.
“We are committed to providing the best platforms for our business partners to build relationships and increase traffic at their sites,” said Karen Wildman, Shell Retail brand and communications manager. “The relevance and power of our sponsorship with RCR provides far-reaching benefits for our brands.”
Along with a series of in-store promotions, Shell has also created two market specific sweepstakes called “Crew Chief for a Day,” which offers a weekend trip to a Nextel Cup race, and the self-explanatory “$2,900 Gasoline Giveaway.” Both sweepstakes can be customized for additional markets based on interest. Wholesalers and retailers should contact their sales representative in order to implement either program.
Merchandising, with products such as the $25 Limited Edition Shell Racing Gift Card featuring the No. 29 Shell-Pennzoil car as well as show car tours, incentive plans, broadcasting opportunities and broadcasting opportunities are also a key elements to the campaign.
“In-store racing merchandise is a viable way to generate increased revenues for wholesalers and retailers,” said Wildman. “In fact, fans have been stopping at Shell retail stores across the country requesting the No. 29 Shell-Pennzoil special edition crew hats. It’s our most popular item.”
