Cars in the Cards via Shell Credit Promo

DALLAS Shell Oil Products and MasterCard are teaming up in a sweepstakes promotion that will award Chrysler Crossfires to 35 winners, the company said.

A national campaign will employ magazine, Internet, direct mail and radio ads. Euro RSCG, New York, developed the creative work, and J. Walter Thompson, also of New York, performed media planning and buying, a Shell spokeswoman said. Campaign spending was not disclosed.

Shell stations will display pump toppers, pole signs, register signs and other images, the company said. Credit card statement inserts will notify existing Shell MasterCard cardholders about the program.

Shell, with U.S. headquarters in Houston, is aiming for a 50 percent increase in Shell MasterCard applications during the three-month promotional period that ends Dec. 31.

Customers who use any MasterCard at a Shell pump are eligible to win one of the Crossfires or $1,000 worth of premium gasoline, Shell said.

“Even though Shell has the largest credit card deck in the industry, we are dedicated to finding new and innovative ways to grow our accounts and drive business to our stations,” said David Bunch, head of the credit card and loyalty programs at Shell Oil Products U.S.

Ancira Chrysler of San Antonio is managing distribution of the cars to the winners. Shell will pay travel expenses to San Antonio to pick up the car or shipping expenses, the company said.

Because state laws in Maryland, Virginia and New Jersey prohibit sweepstakes promotions relating to gasoline and products covered by excise taxes, Shell is offering a different program in those states, the company said.

Shell Oil spent $117 million on advertising in 2003 and $62 million through August 2004, according to Nielsen Monitor-Plus. MasterCard’s ad spend was reported by the same media tracking service at $303 million in 2003 and $158 million through August.