MA Petroleum Pumps in $2M - Marathon Ashland Petroleum - Brief Article

Brandweek, July 2, 2001 by Karl Greenberg

Marathon Ashland Petroleum will dangle $2 million plus two Chevy trucks and Bahamas vacations in a summer promotional game called "Million Dollar Madness" to drive traffic to its retail stores and generate brand awareness.

The Findlay, Ohio-based company, the fifth largest U.S. petroleum refiner, will hand out free latex scratch-off game cards for those who visit a Marathon-branded station or visit www.milliondollarmadness.com to register to have one sent.

A $1 million radio effort and POP at Marathon Ashland's 3,400 service stations will support. Cohen-Fried berg Associates, Framingham, Mass, handles.

Though the company runs a sweepstakes promotion every year, this is the first time it has included an Internet component, said Eric Friedberg svp of sales for Cohen-Friedberg Associates.

This years promo also includes more prizes. In addition to two Chevy trucks and 20 trips to the Bahamas, the promo will offer a 10% sporting goods discount at dickssportinggoods.com for every player, whether or not they hold a winning card.

Every game card has a seven-digit code, which a player types in at the site. Friedberg said Marathon hopes to develop an online database of customers allowing the company to use future promos. "It's all about driving traffic to its stores," he said.

Gasoline continues to be the profit center for Ashland, which last week reported it would fall short of last year's revenue levels because of lagging sales from its chemical unit.

The company spent $3.9 million on advertising in 2000, per CMR. During the first three months of 2001, it spent $17,000.