Produce a series of fast-turnaround, web-documentaries featuring student teams building & racing energy efficient vehicles for the Shell Eco-Marathon in Houston.
The objective was to raise awareness of the Eco-Marathon event and create “noise”, but also to adapt the series into a broadcastable TV documentary.
The project was intended primarily for an external audience of “energy aware” consumers. It was digitally broadcast via facebook.com/shell, youtube.com, shelltube.com, shell.com/road to houston, linkedin.com and twitter.com.
It was also broadcast to the public at other Shell Eco-Marathon events in Europe and Asia, in schools, and other Shell internal digital platforms.
MEASURES OF IMPACT AND EFFECTIVENESS
The project was successful because it reached nearly 5 million people, generating 19 thousand comments, likes or shares.10 external media agencies featured the series including Fox News and, so far, 2 TV broadcasts are planned, one in USA and one in Korea.