Shell Patrols for Holidays

Shell Oil Products U.S. is testing a good-deeds campaign for the holidays to boost consumer loyalty.

Its five-city Shell Holiday Patrol effort sends teams to Shell stations and malls to help customers at the pump, host local events and distribute a total of $150,000 in Shell gift cards and branded premiums.

Mall events let shoppers play holiday-themed trivia games and race remote-control cars around the Shell V-Power Grand Prix to earn premiums and gift cards (up to $10).

Holiday Patrol hits Columbus, Kansas City, Austin, San Antonio and Pittsburgh through yearend. Radio spots and live remotes support. Shell's in-house agency, Motiva Enterprises (co-owned by Saudi Refining, Inc.), handles the campaign. Shell has 7,200 gas stations in the western U.S.

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