From the powerful synergy between two iconic brands, Shell and Team Penske, Race Day Rewards was created as a fan‑engagement and loyalty initiative designed to drive incremental fuel transactions, Shell® Fuel Rewards® adoption, and app engagement.
The program launched nationwide on February 15th, aligning with the Daytona 500 and supported by Shell‑funded content, paid media, CRM, and partner amplification. Race Day Rewards significantly outperformed expectations in its opening week and Daytona 500 served as a powerful catalyst, and as we shift into the season‑long cadence, our momentum and focus will turn to keeping the program fresh, driving redemptions, and maximizing fan value—on and off the track.
Source: Adam Stern, Sports Business Journal — April 23, 2026
<aside> <img src="/icons/user_gray.svg" alt="/icons/user_gray.svg" width="40px" />
395,136 people opted into the Race Day Rewards program
</aside>
<aside> <img src="/icons/repeat_gray.svg" alt="/icons/repeat_gray.svg" width="40px" />
489,181 total redemptions of the Race Day Rewards offer
</aside>
<aside> <img src="/icons/chart-mixed_gray.svg" alt="/icons/chart-mixed_gray.svg" width="40px" />
Opt-in rate was 4x greater than any other offer in Shell app history
</aside>
<aside> <img src="/icons/flash_gray.svg" alt="/icons/flash_gray.svg" width="40px" />
40,000 new opt-ins in a single week (most recent reporting period)
</aside>
<aside> <img src="/icons/trophy_gray.svg" alt="/icons/trophy_gray.svg" width="40px" />
March 2026 set all-time records for Shell app sales and transaction volume
</aside>
<aside> <img src="/icons/notification_gray.svg" alt="/icons/notification_gray.svg" width="40px" />
Shell app active users in the U.S. grew by 179,000 in March vs. February — the largest single-month increase in 90-day active users ever recorded
</aside>
<aside> <img src="/icons/calendar-month_gray.svg" alt="/icons/calendar-month_gray.svg" width="40px" />
March also logged the highest digital transactions in a single day in Shell app history
</aside>
<aside> <img src="/icons/bell-notification_gray.svg" alt="/icons/bell-notification_gray.svg" width="40px" />
~30% of opted-in members opened the app after receiving a weekly push notification vs. a normal benchmark of ~5%
</aside>
https://vimeo.com/1163662193/4975599475?share=copy&fl=sv&fe=ci
https://vimeo.com/1163662268/9c3e014dc6?share=copy&fl=sv&fe=ci
https://vimeo.com/1163662114/0590471517?share=copy&fl=sv&fe=ci
We created wide-reaching and multi-format graphics packages to distribute across social media and our partner’s websites.