Shell's social media campaign goes haywire

Here is what Shell writes on their arctic DIY advertising campaign site:

Here at Shell, we’re committed to online social media. After all, it’s the fuel that lubricates the engines of internet communication.

In June, thousands of you demonstrated this by explaining, online, how Arctic energy production will transform the world and possibly provide affordable fuel for several years.

Today, we want to take the Arctic Ready message offline, directly to the drivers who benefit from Shell’s performance fuels. That's why we're launching a new campaign (deadline this Thursday!), from which the best ads will be printed and posted in strategic locations worldwide. With your help, we at Shell can tell the world how pumped we are about Arctic energy, and take the Arctic Ready message to Arctic-enthused drivers everywhere.

So take a moment to add your own slogan to our beautiful new collection of images. The next place you see it might be your own rearview mirror.

Because tomorrow is yesterday, accelerated.

Let’s go.

And here some of the entries:

It's not the first time controversial firms have been burnt with socially generated campaigns. It will be interesting to see how Shell manages this disaster.

(Ok, to be fair I gotta admit it's a campaign by Greenpeace.)


Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

They could have known, really. The northpole is such a debated topic.

PaulCT's picture
Activity Score 2

It's a spoof site by Greenpeace.

CarlosPacheco's picture
Activity Score 2

I can't believe nobody thought... wait, this might backfire...

the whole thing is the brainchild of Greenpeace.... awesome!

webolutions's picture
Activity Score 2

Would have to agree that some of the ad captions are quite disturbing. I see hashtags from other sources like, "#tellshell to stop Arctic Drilling or #Save the Arctic." But well, all boils down to the Greenpeace issue.