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SHELL KINDLE PR DEBACLE IN GERMANY

Screen Shot 2014-05-03 at 11.03.56Shell Germany had offered a free Kindle e-reader for 999 points to be earned when filling up. But also when buying a chocolate bar of € 1.29, this gave 100 points…. Buying 10 bars of chocolate and you had an e-reader. They ran out of Kindles after 3 hours!!!  Their website collapsed due to 40-fold traffic increase. Big disaster. Many people pissed off.

FROM AN OLD EP HAND

Shell Germany had offered a free Kindle e-reader for 999 points to be earned when filling up. But also when buying a chocolate bar of € 1.29, this gave 100 points…. Buying 10 bars of chocolate and you had an e-reader. There were ‘only’ 10.000 e-readers so they soon ran out, Germans are not crazy and can calculate. Now many disgusted customers.  Shell offered excuses to customers.

Good idea, not thought through and blind to an error of giving many points for a chocolate bar.

From their website:
 
http://www.shell.de/products-services/on-the-road/card-services/clubsmart/informationen-zum-neuen-shell-clubsmart-praemienprogramm.html
 
They ran out of kindles after 3 hours!!! 
 
Their website collapsed due to 40-fold traffic increase.
 
Big disaster. Many people pissed off. If only Shell would admit they screwed up people would understand. Now lot of wishy washy language.

And these people want to drill in Alaska? Or develop shalegas in the US? Or build the Prelude?

Great story by Bill Campbell again. Finlayson must be pissed off. But in the end it is he who has made more money than we all combined. But so did Al Capone.

Have a nice weekend.

Reclamestunt Shell loopt uit op pr-debacle

Zaterdag 3 mei 2014 07:45

HAMBURG (ANP) – Een reclameactie waarmee Shell Duitse klanten aan zich wilde binden, is geëindigd in een pr-drama. Het klonk als een mooie belofte: wie binnen een maand 999 spaarpunten bij elkaar zou sprokelen bij tankstations, zou een e-reader krijgen.

Punten konden echter niet alleen worden gespaard bij tankbeurten. Zo kregen ze 100 punten voor een chocoladereep van 1,29 euro. Om een zogenoemde Kindle e-reader ter waarde van 129 euro bij elkaar te sparen, hoefden klanten dus slechts 10 euro aan snoep te kopen, schrijft Der Spiegel.

Dat de Kindle zo gemakkelijk te verdienen was, ging als een lopend vuurtje. Wat de meesten echter niet wisten, is dat er slechts 10.000 e-readers konden worden gewonnen. Veel klanten kwamen uiteindelijk van een koude kermis thuis en uitten en masse hun onvrede over Shell op sociale media. ,,Shell? Nooit meer”, is één van de vele kwade reacties.

Shell heeft haar excuses aangeboden aan teleurgestelde klanten.

A REGULAR CONTRIBUTOR HAS KINDLY PROVIDED A TRANSLATION OF THE ABOVE ARTICLE

Dear Club Smart customers,

Last Friday many of you have tried to redeem Club smart points online against two particularly attractive rewards – a Kindle e-reader or an Amazon Voucher. We are aware that the redemption of those rewards did not go smoothly. While we held five times the usual amount of rewards ready both the Kindle and the Amazon vouchers were exhausted after only about three hours. This had led to difficulties and disappointment for many who had not completed the redemption. We are sincerely sorry for this.

Our goal was and is to offer our customers attractive rewards in the Club Smart program – especially with our most loyal customers in mind. Above all we want to continue to thank them for their custom with the offers of Clubsmart.

Now what can we and what will we do? We are already working to improve our IT, so that in future the stocks in our offers meet the demand. The high demand for the Kindle and the Amazon gift cards had led temporarily to crash the online site.

In future we will hold an even greater amount of top awards so that customers can redeem their collected points Clubsmart even for the most attractive offers.

In the coming months there will be new top awards, and we expect their redemption to progress smoothly. You will find these attractive products in the newly launched Clubsmart catalog. In addition, we have our in shop offer enhanced so that you can redeem  points in our shops.

ARTICLE ENDS

Shell is not alone in running a promotion that went spectacularly wrong.

SEE THIS ARTICLE

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