One of the biggest oil companies, Shell, is utilizing Fortnite, TikTok, and Twitch to promote fossil fuels to younger audiences. The campaign is meant to promote Shell's "new and improved" premium gasoline.

(Photo : Shell/Epic)

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Shell Taps Influencers for Fossil Fuel Promotions on Fortnite

In collaboration with Fortnite, Shell created an island called "Shell Ultimate Road Trips" where players can explore and gear up for an adventure of speed, acceleration, and performance using the Shell V-Power Nitro+ Premium Gasoline.

Shell also partnered with various creators to create six terrains that players can explore within the island. The island features: "Grotto Point" by Subcloning, "Cyber City" by SundayCW, "Gravity Gateway" by Enigma, "Mystical Castle" by Dummblond, "Frozen Town" by iiiSAndman, and "Canyon Edge" by BonnieKiwi.

Twitch and TikTok influencers were quick to promote the event by featuring the adventure that awaits them when they visit the "Shell Ultimate Road Trips." Moreover, Fortnite players are also encouraged to take screenshots while they explore the island with the promise of getting featured by popular gamers.

Shell Receives Backlash for the Campaign

Within its announcement, people were quick to cancel Shell for promoting and instilling a concept that is potentially harmful to its younger audience. This is actually not an isolated case as Shell was already put in to spotlight along with ExxonMobil for paying more than 100 influencers to promote their cause.

"They're not just promoting a particular product, but trying to alter their perception in the public eye and maintain their social license," DeSmog's UK deputy director Sam Bright stated to The Post.

Many people from X have called out Shell for its outrageous promotion of its product. For instance, climate journalist Emily Atkin expressed her disappointment with the promotion.

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