BP state. The "Deepwater Horizon" oil spill was a major industrial accident on the Gulf of Mexico, which killed 11 people and injured 16 others, leaked about of oil with plus or minus 10% uncertainty, which makes it the largest accidental marine oil spill in the history of the petroleum industry, and cost to the company more than $65 billion of cleanup costs, charges and penalties. On 20 April 2010, the semi-submersible exploratory offshore drilling rig "Deepwater Horizon" located in the Macondo Prospect in the Gulf of Mexico exploded after a blowout. After burning for two days, the rig sank. The
BP as a section of the company's website where it communicated its efforts to clean up the spill. BP began a re-branding campaign in late 2010, and decided to focus its brand on the idea of "bringing brilliant minds together with technology at a massive scale to meet the world's energy needs", and focus its messaging on telling stories about people. In February 2012 BP North America launched a $500 million branding campaign to rebuild its brand. The company's advertising budget was about $5 million per week during the four-month spill in the Gulf of Mexico, totaling nearly $100 million. In