OgilvyOne Viewpoint #11 - BP and the power of the Long Tail
Bo Hellberg
BP turned to digital media platforms to communicate its messages, effectively unleashing the power of the Long Tail.
BP HAS COME A LONG WAY on the road to Beyond Petroleum. The company already offers a range of cleaner fuels at its forecourts, and puts a significant proportion of its budget into the research and development of alternative energy sources. But performance fuels and oils still remain essential to the company's portfolio, at least for the foreseeable future.
So how does a large corporation deal with such...