Shell Touts V-Power in $25 Million Campaign

Shell Oil Products U.S. is running an online sweeps and mobile marketing tour as part of its $25 million campaign for Shell V-Power premium gasoline.

The Fuel Your Drive sweepstakes awards one grand prize of five years' worth of gas (worth $5,000); an instant-win overlay awards Shell gift cards worth $10, $25 or $100 (2,160 gift cards in all). Entrants register at Shellvpower.com and are automatically entered in the sweeps, then forwarded to the instant-win game screen. The sweeps and game run July 5 through Sept. 30 via ePrize, Pleasant Ridge, MI.

Shell's 16-city mobile marketing tour features a modified Cadillac Escalade EXT with Formula One video-game stations, trivia games and Segways (using Shell V-Power gas) and gas giveaways. Consumers also can enter the sweeps at tour stops.

Shell's road show and online
sweeps give consumers gas

Shell's 13,000-plus stations will display P-O-P touting Shell V-Power; station owners can customize materials and participate in direct mail.

TV, print and online ads carries the tagline "Actively cleans for better performance," an extension of its three-year-old tagline "Actively cleans as you drive." J. Walter Thompson, New York City, is lead agency for Houston-based Shell.