Shell Shines with Latest Instant Gold Status Campaign

Shell is rewarding its customers across the U.S. by providing them the power to save even more on every fill-up, every day with a new loyalty offering – Instant Gold Status – that will deliver exclusive benefits to new and current Fuel Rewards members.

Starting today, new and current Fuel Rewards members will automatically be awarded Instant Gold Status, a loyalty tier that allows them to save at least five cents per gallon on every fill-up with any grade of Shell fuel, including Shell V-Power NiTRO+ Premium Gasoline. The promotion is a lead-in to 2018, when Shell will offer two membership benefit tiers for Fuel Rewards members: Gold and Silver. All new members will receive Instant Gold Status for an introductory period of six months.

“This is a huge investment to show our appreciation to our customers at more than 14,000 fuel stations across America,” said Dan Little, Head of North America Marketing for Shell. “Our customers are the lifeblood of our business, and we think they deserve to be rewarded with Instant Gold Status and the power to save more on every fill-up, every day.” 

Once Fuel Rewards members have enjoyed six months of unprecedented fuel savings, they can maintain their Gold Status by filling up at least six times in a three-month period. That’s just two times per month. Members who do not qualify for Gold Status will automatically receive Silver Status, which enables them to save at least three cents per gallon on every fill-up.

Members can drive down the price they pay for fuel by combining their rewards for Gold or Silver Status with additional rewards they earn through the broader Fuel Rewards program. Unlike traditional rewards programs that require customers to save up points, the Fuel Rewards program provides real, immediate savings on something customers use all the time: fuel. Whenever members shop, dine or make day-to-day purchases at other participating Fuel Rewards merchants or restaurants, they earn Fuel Rewards savings: additional cents-per-gallon discounts on Shell fuel purchases. 

As part of the Instant Gold Status launch, Shell’s marketing plans include new national TV commercials from JWT Atlanta that will air on cable sports and entertainment channels; programming via national radio, digital and social media, and influencer marketing partnerships.