Those who understand how to navigate the digital environment possess great power – but knowing how to harness that power is another skill in itself. Recently, Shell felt the full force of social media, when Greenpeace, together with The Yes Men Group, mounted a plan of attack.
It all started with a hoax video appearing to show a party held by Shell to celebrate the launch of its Arctic drilling programme during which a derrick-shaped drinks dispenser suffered an ‘oil spill’, spraying the crowd with disgusting black liquid. The central feature of the campaign was a fake Shell website, featuring an open competition for the best advert. Read more »