One little mistake and you are forever damned.* That is the position Exxon Mobil finds itself in many, many years after the Exxon Valdez oil spill (text only). Also, oil companies as a rule are thought to be taking undue advantage of oil supplies and politics as gasoline reaches and exceeds $3.00 per gallon in the U.S.A. Those reasons, and likely several more, are why we see Exxon primarily focusing on public relations in its most immediately accessible online video. However, it is boring. If Exxon is out to win the hearts of customers with that video, it has again run aground.
Looking more closely at Exxon, we uncover a video library that contains no videos! Surely with those decidedly obscene oil revenues and profits, they could have found a few dollars for even a modicum of online rich media content. But then again, maybe they don’t care. After all, fuel is very price inelastic and Exxon may perceive no need for actual end-user promotions. We are going to drive, regardless of what Exxon charges.
Thinking there must be black gold somewhere at the site, we drill deeper and tap into Exxon’s Univation Technologies. There we find little special except for an Options link in the lower-left corner. Click on it to see options for normal vs. full screen views, sound on/off, and even image quality. The last, we assume, is for older and slower computers without the graphics-handling power needed for the very best display quality. That is something not before seen here at The Distillery. But again, if that is designed to restore a still tarnished image, it simply doesn’t work. Exxon Mobil’s corporate image remains very rusty.
* Who am I to cast stones after initially posting “Mobile” instead of “Mobil?” Exxon, I feel your pain!