Shell may bear the label “Big Oil,” but the global brand is not neglecting paid campaigns on the local level. Like many, the company is carefully testing performance of its owned vs. paid media channels.
An interesting example can be seen in its use of dynamic video creative to drive people to regional events.
“To some, Shell is a great company, but to others – it’s ‘What’s their intention here?’” commented Ignacio Gonzalez, GM of Shell Eco-marathon, Americas. “We have to look at, ‘Do people trust media?’ ‘Do they trust us in our channel?’ and ‘Do they pay attention to paid advertising?’ I think those three are always evolving.”
The Shell Eco-marathon event acts as an international innovation accelerator of sorts, bringing college and high school students together in a competition to build the most energy-efficient vehicle in the United States, Europe and Asia. Over the course of three days in Houston for the Americas competition, Shell invites the public to convene around energy topics and to witness some 110 teams from Brazil, Canada, Guatemala, Mexico and the United States in action.