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Marketing: The play’s the thing
31 May 1984
People love to play games, and, as Shell’s Make Money promotion shows, they’ll flock to the point of sale to take part. By George Pitcher
It is appropriate that the American term for promotions like the much vaunted and widely imitated Shell Make Money campaign, aimed specifically at getting customers to the point of sale, should be ‘traffic building’. The amount of extra traffic built at Shell stations at the expense of its less imaginative rivals has, most observers believe, made the £2m investment in the promotion look like money well spent.
Such can be the power of the game card. Nevertheless, it should not be forgotten that this technique of sales promotion has been around for some time – Shell first used it in the 60s.