For Shell we conceived and created a novel method to drive new customers to the Shell retail locations: Shell Surprise Gifts!
A purely mobile promotion. Through advertisements on the Facebook mobile news feed we generated traffic to the promotion embedded on the Shell.nl website. Here customers received a free product, selected their favorite Shell station to collect the gift and stored the gift voucher on their mobile phone for safekeeping. In proximity of the selected retail location the voucher popped up on their mobile phone screen and they could redeem the gift right away.
With this unique mobile proposition we achieved a click-through conversion that outscored the next best performing social Shell campaing in CTR many times over. A blueprint for future mobile promotions that truly reward the customer for their behavior.