Shell, the oil company, is facing criticism from climate activists for its collaboration with influencers on the popular video game Fortnite. The influencers encouraged young players to participate in a virtual road trip fueled by gas. Shell worked with popular streamers and influencers on platforms like Twitch, TikTok, Instagram, and YouTube to target a younger audience associated with Fortnite. The campaign, called Shell Ultimate Road Trips, allowed players to play on a new map created by influencers selected by Shell. They were tasked with filling up cars with virtual gasoline, racing across the map, taking screenshots, and sharing them on social media using the hashtag #Shellroadtrips.
Criticism and Involvement of Influencers
Media Matters for America, a nonprofit watchdog, raised concerns about Shell’s advertising campaign. They identified at least six Twitch streamers with a combined 5.5 million followers who were involved in the Fortnite campaign. These streamers were attracting one million views daily during the campaign. Three of the six streamers also cross-promoted the campaign on Instagram and TikTok. Media Matters also discovered that three other influencers not affiliated with Twitch produced Shell-sponsored content related to Shell Ultimate Road Trips, which they posted on YouTube, Instagram, and TikTok. These three influencers have a collective audience of 1.5 million followers on Instagram, 8.5 million TikTok followers, and 11.6 million YouTube subscribers.
Shell’s Branding Efforts
Shell’s branding efforts have been inconsistent and have received criticism. The company has attempted to rebrand itself as a climate-conscious company with occasional social justice initiatives. However, these efforts have been seen as laughable by many. For example, Shell celebrated International Women’s Day by changing the branding on a single gas pump in the United States. The company also ventured into the e-scooter market with its inaugural model, the SR-5S.
Shell’s Focus on Oil Production
Despite its branding efforts, Shell remains committed to oil production. Earlier this summer, the company announced that it would slow its efforts to appear eco-conscious and prioritize oil production to satisfy investors. The CEO of Shell, Wael Sawan, claimed that reducing oil production would be “dangerous and irresponsible” due to global demand. He cited the war in Ukraine as a reason for the increased need for oil.
The Significance of Shell’s Fortnite Campaign
Shell’s collaboration with Fortnite raises concerns about targeting a young user base and promoting the purchase of oil for vehicles they don’t yet own. The campaign has been viewed as both embarrassing and insidious. It reflects a desperate attempt by Shell to appeal to a younger audience and appear relevant. However, critics argue that such marketing tactics are troubling and socially irresponsible.
Read More:Shell Backtracks on Greenwashing, Renews Commitment to Drill, Baby, Drill!
Source : www.bing.com
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