Shell, "The Fuel Rewards Network," MediaCom (Local)

Earlier this year and in partnership with Excentus, Shell launched the Fuel Rewards Network (FRN) program, a first in its category. The FRN allows consumers to save on Shell fuel by earning Fuel Reward savings through everyday shopping such as: groceries, online shopping and dining at participating restaurants. With a goal of inspiring active membership on a minimal budget and with too many rewards programs on the market, Shell needed to be extremely selective when choosing a media mix. In doing so, Shell learned that the Reward Seeker consumer highly engaged with digital media, including display, search, mobile and social. With a goal of doing more than just generate registrations; Shell wanted to inspire active membership. Shell sought the ‘Rewards Seeker’ target by integrating Shell within hundreds of social games (like CarTown and Farmville), giving the players bonus points in the game for completing a card application. Shell also used affiliate partners who offered network-type buys and used demand-side platform technology for prospecting, data targeting and retargeting. Media alone was responsible for over 57% of total registrations, more than any other tactic – including on-site activation, promotions and PR combined. The target of 850K registrations in 6 month was reached 45 days ahead of schedule!