Shell taps gamers and influencers to boost image among the young

Shell is hiring staff to promote online games, sponsoring influencers to race cars on branded virtual courses and backing athletes to inspire “the next generation” on Instagram, as the oil and gas major seeks to burnish its brand among a younger generation of consumers.

“I am fuelled by the ocean,” Sage Erickson, a two-time US open surfing champion, tells her 310,000 Instagram followers in a Shell-sponsored video posted last month in which she discusses her career and desire to “instil in the next generation” values such as personal fulfilment and community spirit.

The campaign is one of several recent initiatives by fossil fuel companies on platforms popular among young people. Climate campaigners want regulators to crack down on this type of advertising in the same way they have for tobacco and alcohol companies.

Erickson, who has also promoted ocean sustainability on her social media channels, does not mention Shell or its products in the video. Neither she nor other influencers in Shell’s “Performance Unbound” campaign responded to requests for comment.

Shell recently advertised for a “head of digital amplification platforms” to oversee its social media channels and “integrate gaming and immersive experiences” into its strategies, partnering with Meta, YouTube, X, TikTok and LinkedIn. The Financial Times reported last year that Shell was hiring a manager for its TikTok channel, a platform used predominantly by young people.

In a campaign this summer called Ultimate Road Trips, Shell worked with gamers to create customised online racecourses — complete with Shell petrol stations — within the video game Fortnite. It then sponsored influencers to upload videos of themselves playing the game to the streaming platform Twitch. Instagram ads have also promoted a Shell mobile driving game, available on Apple’s AppStore.

Shell promotion for Ultimate Road Trips
Shell and gamers customised online racecourses with the video game Fortnite


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Influencers, advertising and social media | S3 EP5 | Canada | Global law firm



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Vic Domen  00:00
But you know Kim Kardashian is probably the most obvious example of someone who had to pay real money and real prices. It wasn’t just simply an injunction to stop her from making the endorsement. She had to pay real money to kind of get out from under the liability that she had potentially created.

Andrew McCoomb  00:19
You’re listening to Disputed, a Norton Rose Fulbright podcast. In this episode, we’re talking with Erin Brown and Vic Domen about deceptive marketing practices, and in particular, misleading advertising by influencers on social media. Advertising has come a long way since the days of driving down the highway and seeing billboards. Influencer advertising is quickly becoming one of the most pervasive and effective forms of marketing out there. The Canadian Competition Bureau and the US Federal Trade Commission are concerned with ensuring that posts by influencers are not misleading, including as to whether they have a connection with the brand in question. Erin and Vic provide us with their takes on key areas that regulators are concerned with, penalties for influencers who engage in misleading practices – like not disclosing brand connections – and also talk about regulatory similarities and differences in the US and Canada. And of course, they also share best practices for influencers and companies alike. Erin Brown is a senior associate in our Ottawa office whose practice focuses on a wide variety of regulatory issues, including competition and antitrust law, international trade, economic sanctions and export controls, as well as customs and procurement, and she’s an avid consumer of social media herself. Vic Domen is a partner in our Washington, DC office, a government and antitrust investigations and prosecutions lawyer. As a former

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AstraZeneca respiratory/immunology marketing chief talks ad strategies with influencers, personalization and more – Endpoints News

Pharma marketers are known for recruiting both doctors and celebrities for ad campaigns. But Novartis has both in one person for its dry eye disease medicine Xiidra.

Actor Ken Jeong is no longer a practicing physician, but he is still a celebrity Novartis spokesperson for the past 18 months, and he’s now turning up the celebrity for the brand.

Novartis’ latest TV commercial for Xiidra is a movie trailer spoof with Jeong squinting and rubbing his eyes as he walks through a park, while a loud, ominous voiceover intones: “In a world where dry eye symptoms keep coming back … one man learns the truth.”

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