Greenpeace strikes a nerve with Shell

Share this content:
Greenpeace strikes a nerve with Shell
Greenpeace strikes a nerve with Shell

In protest to Shell's controversial plans to begin drilling in the Arctic, environmental group Greenpeace orchestrated a seamless viral hoax lampooning the oil giant and generating enormous Internet buzz. The “Let's Go” campaign passed itself off as a Shell initiative.

Yes Lab joined Greenpeace to create a fake Shell website, purporting to be its social media hub, where visitors could sign an anti-drilling petition and use a meme generator to create their own anti-drilling ads that could be shared via Facebook or Twitter. Users thought they were being snarky at Shell when in fact they were campaigning for Greenpeace. The winner—“You can't run your SUV on cute. Let's Go!” printed below the image of polar bears—was made into a billboard in Houston.

To round out the effort, Greenpeace released a supposedly leaked video, which quickly went viral, depicting an elaborately staged Shell PR snafu and a fake press release claiming Shell was seeking legal action against those involved.

Check out more social campaigns and see how they rated:

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above