During the last oil-price crisis, Shell rolled out the Answer Books. Now they are focusing on activities that help consumers help with high gas prices, including FuelStretch tips, a Fuel IQ quiz, and this gasoline giveaway promotion.

Promo magazine: Shell Pumps $30 Million into Summer Marketing Campaign, 2006-Jun-26

"We know this is an extremely relevant promotion for consumers because we tested a variety of innovative concepts," said Karen Wildman, brand and communications manager for Shell in a statement, "and winning a lifetime supply of gasoline was by far the most compelling." It’s thrilling to have such tremendous buy-in from wholesalers and retailers because it means they agree that this promotion will drive traffic to their sites, she added.
The summer promotion is part of an overall marketing plan, in which Houston-based Shell is focused on giving consumers the necessary tools to get the most out of gasoline purchases.