<
https://www.theguardian.com/us-news/2023/oct/06/shell-fortnite-game-youth-marketing-campaign-fossil-fuels>
"Climate activists are calling out Shell for partnering with popular video
gamers and online youth influencers to promote fossil fuels to a younger
generation.
The oil giant, which in July reported quarterly profits of more than $5bn
(£3.9bn), worked with
Fortnite creators and paid popular gamers on multiple
platforms to showcase its “ultimate road trips” promotion, part of a marketing
campaign for a new gasoline it calls V-Power Nitro+.
According to the group Media Matters for America, the company is targeting
young players on Twitch, TikTok, Instagram and YouTube, encouraging them to
fill up virtual vehicles at interactive Shell gas stations and post screenshots
of the game with a #Shellroadtrips hashtag.
Research by the non-profit group revealed Shell sponsored livestreams of
gameplay on Twitch by at least six streamers with a combined 5.5m followers. It
also identified three more content creators on other platforms who were paid to
promote the campaign in their videos. Those influencers, Media Matters said,
have a combined 1.5 million Instagram followers, 8.5 million on TikTok and 11.6
million on YouTube.
A single paid promotion post last month by a YouTube presenter with the
username Chica had a potential reach of 1.74 million people alone.
“Shell’s marketing to young people is another example of how big oil puts
profit over people and the planet, even though it has known for decades that
the product that it sells is driving the climate crisis,” said Allison Fisher,
director of Media Matters’ climate and energy program.
“Regulators in the US and Europe have increasingly cracked down on the fossil
fuel industry’s tactic of greenwashing or misrepresenting their products as
clean or sustainable. This new campaign appears to launder its climate
destabilizing product through popular gamers and social media influencers to
its target demographic: those most concerned about the climate crisis.
“It may get by regulators, but it doesn’t make it OK.”"
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
