The oil company Shell [3] is working with the PR firm Edelman [4] "in an effort to bring the gasoline experience home to consumers in a hands-on fashion." The wide-ranging campaign kicked off at the Daytona 500, with Shell-sponsored NASCAR driver Kevin Harvick. Other campaign activities include a video game "where players can race cars while avoiding 'gunky desposits'"; exhibits on Shell's history and the "Future of Energy," including "alternative fuels"; and "an interactive game that lets people record themselves having a conversation with a virtual Harvick and then upload the videos to YouTube for an extra viral component," according to PR Week. "Shell hopes to reach 2 million people with the tour," which will travel to 15 cities over the next few months. Edelman is helping Shell "harvest consumers' cell phone numbers, conduct online surveys, and gauge message uptake in the media for ongoing measurement and follow-up communications."