It’s no secret that Fortnite has taken over the minds of today’s kids. And today’s youth are actually concerned about climate change. However, one mammoth oil company aims to alter that narrative by enlisting the help of Fortnite, TikTok influencers, and Twitch streamers. Enter the unconventional campaign.
We all know that climate change is a pressing issue. This concern is even more significant for youngsters, who envision a future filled with extreme weather and turmoil. But hey, don’t fret, kids. Shell, one of the behemoths responsible for our planet’s plight, wants to showcase just how impressive their fossil fuel offerings are. They’ve even gone the extra mile to create an entire Fortnite universe for your enjoyment! Just remember, to fully immerse yourself, Shell’s V-Power® NiTRO+ Premium Gasoline is the way to go.
I often wonder what life is like living with absolutely zero shame
— christian jones (@nowalkietalkies) October 7, 2023
As recently highlighted by Media Matters, Shell has collaborated with map designers to bring forth “Shell Ultimate Road Trips” in the Fortnite realm. This digital world boasts six distinct areas for exploration, each to be navigated in the vehicle of your preference. Nestled in the heart of this virtual landscape is a forlorn Shell gas station, serving as the central point of the map.
Shell’s recent campaign marks a return to its roots, placing a renewed emphasis on gasoline rather than cleaner energy alternatives. The focal point of this initiative is the promotion of their “new and improved” premium gasoline. In the virtual world they’ve crafted, players will find themselves occasionally refueling at the central Shell gas station, relying on the new V-Power NiTRO+ fuel to overcome challenges and conquer courses.
Influencers joining the campaign
In a bid to amplify this controversial partnership, Shell has enlisted the support of various TikTok creators and Twitch streamers, tapping into their substantial audiences, largely comprised of younger individuals.
According to reports from Media Matters, a notable roster of streamers, including figures like Punisher, NateHill, Chica, and brookeab, boasting a combined Twitch following of over 5.5 million subscribers, actively promoted Shell’s Fortnite map and fossil fuel offerings during sponsored streams, garnering over a million views. Additionally, some of these creators extended the promotion across platforms such as Instagram, Twitter, and TikTok, reaching out to their millions of followers. Media Matters also identified three content creators who featured the ShellxFortnite map in multiple videos shared on the gas company’s official YouTube, TikTok, and Instagram accounts.
The creators actively pushing Shell’s gasoline campaign command a massive audience: 8.5 million TikTok followers, 1.5 million on Instagram, and an impressive 11 million YouTube subscribers combined.
August saw Shell taking their promotional efforts to the next level, investing in a sponsored post on IGN and a three-part series featuring IGN staff immersed in Fortnite, navigating the Shell-sponsored map. These videos are laden with Shell branding and featured on an elaborate IGN-hosted website exclusively dedicated to the oil company’s Fortnite venture.
Kids aren’t falling for it
However, the results of this substantial investment seem less than stellar. The IGN article only garnered three comments, all expressing negative sentiments. On YouTube, the IGN videos were met predominantly with criticism, with viewers taking issue with the outlet’s association with an oil company. Similarly, the official trailers released by Shell for their Fortnite project are met with a chorus of negative feedback.
The top-rated comment on one such trailer amusingly quips, “Drop in this season and complete the objective: ‘Do irreparable damage to the environment with Shell!”
This endeavor is just one part of a broader initiative by major oil companies, like Shell, to connect with younger demographics through online influencers and content creators. As reported by Earther in 2021, Shell, alongside Phillips 66, embarked on campaigns with Instagram influencers. These sponsored partnerships and advertisements aren’t solely about marketing oil companies and their products. These industry giants recognize that as climate change looms larger, persuading young people to stick with gas-powered vehicles and support the fossil fuel sector is becoming increasingly challenging.
As underscored by Media Matters, a 2021 survey revealed that approximately 75% of young individuals aged 16-25 find the future alarming due to climate change. It’s a tough sell to pitch gasoline and diesel to teenagers who are well aware of their environmental impact on the planet and their own futures. It seems that even Instagram models and Fortnite features on IGN advocating for Shell may not be enough to sway their opinions.
Featured image credit: Shell
