Shell's Arctic Ready hoax

JUN 2012

Greenpeace and the Yes Lab built ArcticReady.com, a near-perfect replica of Shell's site including a social-media ad generator that invited the public to caption Arctic drilling images, and a children's game called Angry Bergs. A companion video staged an 'epic PR fail' at a fake Shell party in Seattle. Journalists who wrote about it received fake follow-up emails from 'Shell' directing them to the hoax site itself. Shell abandoned its Arctic project for the year that September.