After the incident with BP (See Gulf Oil Spill), Chevron decided to reposition itself from an Oil company to an Energy company. One of the ways Chevron tried to reposition itself was by creating a game.
The game is Energyville. Basically, a player starts in 2010 and tries to use different sources of energy to power their city. Chevron’s game is similar to SimCity. The options range from fossil fuels like oil and coal, to renewable energies like solar and wind. There’s even hydrogen and nuclear options. After the city is fully powered, some events occur, andt he city needs more energy to stay powered till 2030.
The game takes no more than 5 minutes to play. After you finish, you see how your score compared to others in your demographics and get access to an energy forum.
Chevron is ingenious because their game is effective. They used a single player two level game to get people to think differently about their company.
What other creative ways are brands successfully using to reposition themselves?