New York, NY, March 31, 2015 – NBCUniversal and Shell today announced an interactive campaign to celebrate Science, Technology, Engineering and Mathematics (STEM) ideas and initiatives across the News Group portfolio, and in advance of Shell Eco-marathon (April 10-12), which moves to its new home in Detroit. The cross platform Shell-sponsored campaign, anchored in NBC News’ TODAY, aims to inspire youngsters around the country and celebrate those who have developed innovative, energy efficient solutions for the future.
Shell Eco-marathon Americas 2015 challenges more than 1,000 high school and university students from across the Americas to design and build ultra-energy efficient cars to drive the furthest using the least energy. An anthem spot featuring Jay Leno, star of CNBC’s upcoming new primetime show, along with a Shell Eco-marathon contestant team will air across NBCUniversal properties to drive awareness around the Shell Eco-marathon program. Jay Leno also will attend Shell Eco-marathon on April 12 to meet more student teams. The anthem spot was produced by NBCUniversal’s Content Innovation Agency and developed in partnership with MediaCom.
"This is a great learning experience for me as well,” said Jay Leno. "These kids are teaching me a lot about electronics and automotive hybrid technology, then I get to show them what the heck a carburetor is."
Additionally, as part of the Shell sponsorship, using the #makethefuturecontest hashtag, TODAY encouraged parents to nominate youngsters with amazing STEM ideas and inventions. The winning submission will be announced during a three-day “Drive the Future” series airing April 8-10 on TODAY. The “Drive the Future” series also will feature student-designed vehicles and an editorial focus on young inventors, as Shell Eco-marathon visits the TODAY Plaza.
“The NBCUniversal partnership allows us to share what Shell is doing to promote human ingenuity. It's about inspiring bright young minds to become the future Scientists and Engineers, who will help solve the energy demands of the future,” said Dean Aragon, Global VP Brand and CEO Shell Brands International AG.
“The partnership puts a spotlight on Shell Eco-marathon, a global competition wherein high school and university students are challenged to design, build and drive extremely energy-efficient vehicles. It’s a great way to learn and apply innovative ways of pushing the limits on efficiency, as we hit the road and motor the Americas event to its new home – Detroit, this April. ”
Following Shell Eco-marathon Americas in Detroit, NBCUniversal’s Content Innovation Agency also will produce a digital video profile series highlighting several Shell Eco-marathon contestant teams from a number of universities and high schools that will be promoted across the NBCUniversal News Group portfolio. This video series will be developed in partnership with MediaCom.
“TODAY and CNBC are among the most forward-looking and passionate multiplatform brands, and we are proud to partner with Shell to rally around this important cause,” said Alison Tarrant, Client Solutions Group, NBCUniversal. “This campaign highlights the unmatched opportunities for marketers to harness the power of the reach and scale, along with creative custom content capabilities, here at NBCUniversal.”
This partnership with Shell is part of NBCUniversal’s dedication to educating viewers and consumers around key issues, including STEM-related programming. Most recently, NBCUniversal celebrated Pi Day under the “Pi is Universal” umbrella with a full slate of technology-themed content, social media activations and consumer events.
MediaCom, Shell’s agency of record, was integral to developing the concept for Shell and coordinating with NBCUniversal.
