Performance & Insights

We’re thrilled to have partnered with you on this journey.

Shell and Disney’s collaboration for Football Town Showdown engaged fans through a unique and competitive atmosphere. The campaign successfully delivered content to new audiences, leading to heightened fan growth for Shell and, in turn, a higher social performance overall.

Performance

812MM

Number of people the Football Town Showdown campaign reached

705.6K

Users who engaged with Shell/considered the Fuel Rewards Program

13.4K

Total Fuel Rewards Registrations

32.5MM

Total Social Impressions including Twitter Amplify

22MM

Total Digital Impressions on ESPN.com

52.9MM

Total Linear Impressions

556MM

Total Earned Media Impressions

148.6MM

Additional Loyalty Tentpole Support

862,735

Total Votes Submitted

360,693

Round 1

224,460

Round 2

154,854

Round 3

122,728

Round 4

Search Engagement

Performance of Shell’s Features and Adjacent Airings

The Power of ESPN2

44%

Shell saw a strong lift in Search Engagement, with users 44% more likely to search Shell following features and adjacent airings on College Football Live airing on ESPN2.

Reaching Massive Fandom across ABC

Among all placements, Shell would have to purchase nearly 38 standard ads on competitive broadcast and cable to see the value they achieved from just one airing during College Football on ABC.

Source: EDO Search Engagement – ESPN/ESPN2/ABC/Shell – December 1, 2020 – November 30, 2021 All Integrations Airing on ESPN/ESPN2/ABC vs. Competitive Broadcast/Cable Networks; All Dayparts; All Ad Types; Benchmark excludes live sports

SOCIAL LISTENING & SENTIMENT

Leading a Cultural Conversation

+460%

On days of Football Town Showdown posts, Shell’s daily average Engagement Score was up +460% from the previous 3-month daily average.

+780%

Shell’s Owned Social Score was up a massive +780% from the previous 3-month daily average on days of Football Town Showdown posts – including Shell in the cultural conversation.

+7K

Organic mentions on Twitter generated from the campaign

45.2MM

Impressions through Twitter mentions

Source: ListenFirst Sentiment Analysis @Shell @ESPN handles | New Fans – New Facebook Page Likes, New Twitter Followers, New Instagram Followers, New YouTube Subscribers

Engagement Score – New Fans and Content Responses across Facebook, Twitter, and Instagram and Twitter Conversation Volume.

Owned Social Score – New Fans and Content Responses
Digital Audience Rating – New Fans, Content Responses, Conversation Volume, YouTube Video Views and Organic Search Volume.

Interest Score – Conversation Volume (Public) and ListenFirst Search Index

Earned Media

556MM+

Total Number of ImpressionsAcross Online Outlets and Social Channels

Number of Media Outlets Engaged With

1.3K

Total Social Shares

260+

Mentions of Football Town Showdown During College Football Local Broadcasts