The activity is designed to increase brand awareness, associate Shell with route-planning and increase the profile and use of its Shell Drivers' Club loyalty card.
The partnership, planned and negotiated by media agency, MediaCom Interaction, starts this month and runs until early next year. It combines in-map advertising with targeted banners across Multimap and MSN.
The Shell Drivers' Club rewards customers with points for fuel purchases. These can then be redeemed for money-off fuel vouchers, AirMiles and donations to CO2-reduction schemes.
Multimap.com maps will also show the location of 850 Shell service stations when users check the 'petrol stations' option in the navigation box.