The 3 Steps Greenpeace took to Massively Sabotage Shell
Greenpeace sabotaging Shell. This is brilliant! If you’ve recently seen an ad for Shell online – chances are it was a spoof. Why?
1) Greenpeace started a website called http://arcticready.com which looks almost identical to the Shell in the Arctic page of the Shell website. The spoof website looks completely legit and promotes an Ad Contest, encouraging readers to create their version of an ad for Shell’s drilling plans in the Arctic. The content has 5,007 submissions so far and a public ‘Tell Us What you Think’ section flooded with a mix of comments from people thinking it’s an actual PR fail (“this whole site is a shame and an epic PR fail! use kids top put some pressure on their parents with a ‘icebergs are evil’ game?”) and those congratulating Greenpeace for a fantastic idea, putting Shell’s marketing efforts to shame.
This comes after Shell took out an injunction against Greenpeace, stopping any of its members from protesting any closer than one km to the drills. Shell also sent an official letter to remind every Greenpeace office member of that. So the option of going to Alaska to protest was no longer viable.
2) On June 7, a video of a Shell private launch party for their project in the arctic was posted on YouTube. It’s now on 789,050 views:
That also proved to be a spoof. One day later, a video emerged that explains the idea behind the spoof Shell video: “Shell has spent $4 billion buying political approval… and on trying to influence the public. We needed to get creative to get your attention too.”
3) Two days ago, Greenpeace posted another video via the YouTube channel ArcticReady, titled Arctic Oil Spill Reponse in Under 10 Seconds:
Meanwhile, Shell actually posted a video about the eco-marathon they organised in Malaysia, looking like they’re completely ignoring the world turning against them.
In an article on the Sydney Morning Herald, James Griffin, partner with social media monitoring firm SR7, said modern day activism has reached an entire new level through social media.
“Large organisations often put a value on their brand, and having their brand attacked and ridiculed via such an innovative approach is something the modern corporation must come to grips with,” he said.
“This is a coordinated online assassination of the Shell brand. These activists have basically appropriated the Shell brand online and are doing a very good job of generating a conversation, not only about the issue they are trying to highlight but also the campaign itself.”
What do you think about this huge environmental issue, now turned into a PR and digital marketing issue?