Disclosure: Petro-Canada is a client of mine.
When you have a corporate blog (or any blog, really), you want to find ways to regularly engage new readers. And it is highly likely that some of those readers will be offline. Consequently, I was quite pleased to see this recent development from the downstream corporate communications team over at Petro-Canada (now Suncor). Petro-Canada used to have a decal on their gas station pumps very similar to this pie chart.
It certainly gives you the factual breakdown, but it certainly didn't encourage a conversation. However, starting this summer, Petro-Canada changed the sticker quite radically.
Now they are using a decal shaped like a gas pump with a link to their blog PumpTalk.ca and an invitation to customers to join the conversation. You can see a picture of it to the right.
This is smart because you're alerting your customers to the conversation your hosting right when they care about your product.
Now, I don't imagine anyone is whipping out their mobile device RIGHT THEN to read the blog and leave a comment. But people are certainly passionate about gas prices. And being alerted to there being a place to discuss gas prices is a good thing.
I would think the next step is to include that URL on gas credit card bills - to try to engage customers when they might actually be in front of a computer and would take the time.
Are there other examples you've seen of companies promoting their blogs offline?