Thursday, November 01, 2007

Chevron’s “Energyville”

“This is your city. How will you power it?”

A brief morning post, this, but Energyville came up in a discussion yesterday. Chevron introduced its online energy game, developed by The Economist Group, this past September, supported by a portentous two-and-a-half minute spot on the CBS star-spot, “60 Minutes.”

According to a Chevron news release: The “Power of Human Energy” campaign is an evolution of Chevron’s “Real Issues” campaign…a Web site…to raise awareness and encourage discussion about the major issues facing the energy industry.

The Washington Post also points to efforts by other “Big Oil” companies like ExxonMobil and BP, wondering if any of these efforts to involve publics in a world-encompassing energy dialogue will work. It admits: But few have matched the new Chevron campaign for polish or emotion, or for its ambitious bid to recast itself as an environmentally responsible corporate citizen. Its creator said it was more of a “rallying cry” than an advertisement.

I call it an outstanding effort to engage and interactive with all the stakeholders. A similar note can be read on Flytip.com, pointing to the “online gaming space.”

Even if there is an occasional kink in the system (Energyville won’t let me register with my real name, for example), the ability to involve yourself and your colleagues in juggling the energy demands of an entire city is pretty cool. Even better, there is already plenty of back-and-forth activity about various kinds of energy from a wide variety of people.

So, as the ads’ tagline reads, “Play it. Power it. Discuss it.” This is one online game that could make a believer out of you when it comes to stakeholder involvement.

More to come on this one, I think.

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