• December 9, 2023

Shell Called Out For Promoting Fossil Fuels To Youth Via Fortnite Game – Slashdot


Climate activists are calling out Shell for partnering with popular video gamers and online youth influencers to promote fossil fuels to a younger generation. From a report: The oil giant, which in July reported quarterly profits of more than $5bn, worked with Fortnite creators and paid popular gamers on multiple platforms to showcase its “ultimate road trips” promotion, part of a marketing campaign for a new gasoline it calls V-Power Nitro+.

According to the group Media Matters for America, the company is targeting young players on Twitch, TikTok, Instagram and YouTube, encouraging them to fill up virtual vehicles at interactive Shell gas stations and post screenshots of the game with a #Shellroadtrips hashtag. Research by the non-profit group revealed Shell sponsored livestreams of gameplay on Twitch by at least six streamers with a combined 5.5m followers. It also identified three more content creators on other platforms who were paid to promote the campaign in their videos. Those influencers, Media Matters said, have a combined 1.5 million Instagram followers, 8.5 million on TikTok and 11.6 million on YouTube.


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