Will Shell’s intergalactic experiment pay off?
Cover story plus coverage on 7 pages with extensive colour piks: Promotions & Incentives Magazine July-August 1991
Hang on! I’ve got a new idea… …said Don Marketing when the agency sold Shell its idea for the Star Trek promotion, neatly persuading the oil giant to abandon its catalogue scheme promotions. Case study by Anne-Marie Crawford
“Promotions run in a cyclic mode. With our catalogue scheme we had reached the end of the cycle and run into stalemate,” says Alan McNab, national promotions manager at Shell UK.
Hence, faced with a moribund market, Shell decided to change tack and launch its Star Trek game.
Collect and select schemes, points equal prizes, have long been stalwart forecourt promotions among the leading petrol companies. The familiar catalogues from which consumers choose different items when they have collected a certain number of points are almost synonymous with buying petrol.