1. Brands as Content Creators

2. Introductions
• Ignacio Gonzalez, General Manager
Shell Eco-marathon Americas
• Divya Visentini, Executive Director
a|muse, a Hearst Digital Agency
• Will Price, CEO
FLITE

3. • Global program produced and hosted by Shell
• Challenges high school and college students across
the world
• Focus is not speed; rather highest miles-per-gallon
performance
• Conceived in Europe in the 1980s; has now grown to 3
annual events in the Americas, Europe and Asia
• Last Americas competition
• 110 teams from Brazil, Canada, Guatemala,
Mexico and the United States participated
• Winner, Université Laval from Canada, reached
3,587 miles per gallon equivalent
Shell Eco-marathon Americas

4. • Brand differentiator for Shell
• A core, organic Shell asset
• Grown into a global franchise
• Communications goal is to develop a program of investments
that returns reputational and business value from Shell Eco-
marathon
• Leverage Shell’s thought leadership
Shell Eco-marathon Americas

5. • Goals and Challenges for 2013
• Should we go local? Is there value?
• If yes, whom to target?
• Amplify awareness through live attendance
• Use content and video to build reach
• Amplify reach via social networks through effective content and audience
participation
• Partnership with Houston Chronicle and a|muse
Shell Eco-marathonShell Eco-marathon Americas

6. • A Hearst Digital agency
• Connect brands to their consumers through integrated
strategies optimized for the digital space
• Understand the value of serving the right content at the right
time to the right people
• Content Strategies – the what is just as important as where,
how and to whom – value of video
• Sponsored Content Programs – effective, strategic, timely
Overview

7. Online Video
2
Of marketers think videos are
one of the most effective types
of content their company uses.
75%
Of ad agencies believe that
video is equally or more
effective than TV.
25%
Of Americans view videos on
the web from some connected
device more than once every day.
13%
Watch web videos at
least once per day.
39%

8. Online Video
2
The U.S. online video market attracts an
average of 75 million viewers everyday and
streams nearly 40 billion videos per month.
Of people say they’d be more
likely to seek out information
about a product or service after
seeing it in an online video
Of B2B tech buyers watch
tech-related videos
Do so to learn how to use
particular products
To find information on products
they are interested in buying
To find how-to content
46%
95%
61%
58%
57%

9. • Shell Partnership
• Shell Eco-Marathon sponsored content program (March 25 to
April 14, 2013)
• Custom content plus client supplied content (video and images)
• Branded experience modules
• Interactive Experience modules leveraging FLITE
The Campaign

10. Banner Units
2

11. Summary
2
Campaign Summary
Total impressions – 3.3 million
Page views – 12,198
Media CTR – 0.25%
Content Feature pages – 1.5% CTR
Interac(ons:
an
event
in
which
a
user
directly
interacts
with
an
ad
(i.e.
a
user-­‐ini4ated
event).
Some
common
examples
of
interac4ons
are
hovers,
clickthroughs,
scrolls,
shares
and
video
plays.
996,441 Total Impressions
44,019 Total Interactions
1.20 Interactions per Engagement
4.42% Interaction Rate
PERFORMANCE SUMMARY

12. Key Concepts
2
Content Marketing Agile Marketing
Paid Media Publishing: Scaling Brand Marketing Into Paid Channels
Paid Media Publishing

13. Key Concepts
2
Content Marketing
 Streaming content into display ads
 Leveraging APIs to extend ad functionality
 Pulling in video, social content, buy-now options, location-based info and more
Agile Marketing
 Bringing real-time to display advertising
 Taking small bets and optimizing rapidly
 Adapting ads to changes, planned or unplanned
 Testing and learning throughout the life of your campaign

14. Results
2
Driving Results for Shell Eco-marathon
Source:
DoubleClick
Rich
Media
Gallery
Display
Benchmarks,
US
market,
March
2013.
Data
includes
all
ver4cals,
sizes,
and
formats.
**
Interac4on
rate
defined
as
an
event
in
which
a
user
directly
interacts
with
an
ad
(i.e.
a
user-­‐ini4ated
event).
Some
common
examples
of
interac4ons
are
hovers,
clickthroughs,
scrolls,
shares
and
video
plays.