BP Oil New Media Marketing Strategy

Current Business Environment

• Stock Prices on steady incline• Diversifying Energy Resources– Renewable– Clean– Sustainable

• Cost per Barrel of Oil is rising – Current prices >$100 per

Deepwater Horizon Oil Spill

• Occurrence April 20, 2010 - Resolved September 19, 2010

• Goal: Restore the Gulf of Mexico to better condition than it was before the oil spill– Investigate, Restore, and Respond

• As of December 31, 2010- $17.7 Billion spent on responsive activities

• Putting citizens in the Gulf area to work

New Media Campaign

• Goal Part I:Returning consumers to traditional routines at their local BP gas stations and informing them of the progress BP is making in the Gulf area and around the world.

• Wendy’s example of Advertising during 9/11– During 9/11 the majority of fast food restaurants

heavily reduced advertising– Wendy’s increased advertising and had the most

successful year• Due to consumers wanting to feel normal and return to

routines

New Media Campaign

• Goal Part II: Obtain more customers by getting them to make BP Coffee part of their regular routine

• Speedway is the #2 seller of consumer coffee in the US

• Coffee is usually a part of a routine• Increase all mediums of advertising

Blogging

• Find some of the Top food and beverage bloggers

• Get them to taste test top consumer choices for coffee

• Have them blog about how BP coffee compares to the major coffee brands

• “BP Twitter Team”– Show up at events– Live Tweet when and where the team will be at

the event – Free BP Coffee give a ways – Sporting Events, Concerts, Parades, Trade shows,

ect. – Must be a follower to get promotion• Show Smartphone for verification

• Videos of the Gulf restoration project• Actual consumer reactions to the coffee. • New energy source videos and how the direct

effect they have on consumers

• Create an online fan page for BP Coffee • Fans get continual product, sales and price

updates• Facebook page is a liaison for public relations • Continual updates on new energy sources,

progress on the Gulf of Mexico restoration and

Allocated Budget, Timeline and Launch Period

• Between April and September BP oil spent over $93 million on advertising

• New Media Marketing Strategy Budget: $20 million

• Launch period starts in May• Summer is the busy season due to more

traveling – increase advertising• Continue until 2012, tract impact, and

evaluate

Effectiveness, Maintenance, and Tractability

• High effectiveness in cities with high amount of commuters who have a regular car route to work, school, practice, ect.

• Maintenance is going to be key in keeping consumers up to date, especially twitter.

• Tractability is going to be available on the impact on the overall market share