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Shell’s Online Contest Powers up Canadians’ Dream Energy Experiences

Every day, Shell Canada’s operations produce enough energy to meet the world’s oil demand for more than four minutes. That’s four minutes, for nearly seven billion people around the world, every single day. 

Inspired by that impressive statistic, Strut developed the Energy 4 Seven Billion campaign to get Canadians thinking, talking, and sharing, how energy makes our modern lifestyle possible.

A 90 second spot tells that story through sponsored Facebook content and YouTube pre-roll. The video demonstrates many ways the energy Shell produces makes our most cherished experiences and accomplishments possible. It also directed viewers to an online contest, aimed at bringing their own dream experience to life.

Strut designed, built and managed a dynamic web application where individuals could enter the contest online and engage with their network of friends and followers to encourage likes, shares, retweets and comments. The Strut team monitored contest entries in real-time, and provided social media and engagement analytics to track campaign success, provide insights, and intelligently shape outreach as the campaign unfolded.

The feedback from across the country was incredibly positive. Entries ranged from world travel, new business ventures, and charitable endeavours like bringing water filtration to communities in Kenya, to building energy-efficient homes, and more.

Through smart content marketing, we helped Shell promote the contest through digital advertising, media relations and their own social media channels. Strut also developed and executed a brand journalism strategy, publishing content on Shell’s digital assets, and applied influence marketing through a strategic blogger outreach campaign. The Globe and Mail, the Calgary Herald, Marketing Magazine, and numerous lifestyle blogs across Canada all featured stories on Energy 4 Seven Billion.

By allowing Canadians to connect and share how energy makes their dreams and modern lifestyle possible, we gave Shell Canada an effective platform to keep the conversation going around how energy makes life possible for so many people around the world. 

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An online contest to help Canadians develop a stronger connection to the role energy plays in their daily lives and awarding the most compelling energy experience a $25K prize to help their dream come true.



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