BP Case Study

British Petroleum“We Are Sorry

We ‘re doing everything we can”

What happened??

• The Deepwater Horizon oil spill (also referred to as the BP oil ) is an oil spill in the Gulf of Mexico which flowed for three months in 2010.

• The impact of the spill continues even after the well has been capped.

• It is the largest accidental marine oil spill in the history of the petroleum industry.

• The spill stemmed from a sea-floor oil gusher that resulted from the April 20, 2010 explosion of Deepwater Horizon, which drilled on the BP-operated Macondo Prospect.

• The explosion killed 11 men working on the platform and injured 17 others.

What went wrong in their communications??

• Unapologetic attitude of the company• Undermining the problem

Our Campaign…

We are Sorry.We’re doing everything we can.

Objective of the campaign

Regain trust by using the digital media effectively and also involving public.

The Idea

Micro Site linked on BP homepage

Contents: (i) Video of CEO’s

apology. Each click donates $1 towards clean-up efforts

(ii) Scrolls links and handy updates on of latest activities

Tabs

“What We Are Doing”• Weekly updated videos and pictures of clean-

up efforts“If you Believe In Us”• Asking for user-generated content- songs,

poem, etc“What We Promise”• What we are doing next

“Join Hands”• Involving the public with our cause• View live streaming of fortnightly ‘BP Clean Up

Day’ – “Help Us Make Us Right”

Shared via Facebook, Twitter, del.icio.us, Digg, Reddit

Downloadable widgets linking to “We Are Sorry” landing page

Social Networking Sites• Facebook: “We Are Sorry” Cause• Chester Bennington song on the cause promoted

through Youtube, FB, Twitter, etc• Zynga GamesMobile• Apps on iPhone and Blackberry• RSS for mobiles• Weekly alerts• SMS support

SEO

• Metatags: CSR, BP, We Are Sorry, environment, Greenpeace, oil, spill, Gulf of Mexico, ocean, Mexico, pollution, control

• Meta description: A website dedicated to the clean up efforts at the Gulf of Mexico. This is our Corporate Social Responsibility to control the pollution caused by the BP Oil Spill. We are sorry, and we will do whatever we can to make it better.

Tie-Ups

• Google homepage customization• Google’s contribution towards our efforts

Banner Ads• Flash ads: “We Are Sorry” with pictures of

clean up efforts

Group 1• Anuth Siddharth 127• Nirmal Kumar 176• Sukriti Sood 207• Abir Banerjee 116• Aishwarya Kumar 119• Aishwarya Lahiri 120• Prachi Srivastava 183• Shashank Hariharan 194

THANK YOU