Mayhem Festival 2010 "Beacher's Madhouse" featuring DJ's and the scantily-clad "Beacher's Babies". In April 2010, an oil rig in the Gulf of Mexico owned by Transocean and operated under contract for BP, exploded, which led to a massive oil spill in a disaster known as the "Deepwater Horizon" oil spill. At this time, several people around the world, including Mayhem Festival 2010 headliner Korn, decided to boycott BP by not purchasing their fuel. Jonathan Davis, the lead singer of Korn commented, "We need to do our part to let BP know there are consequences for causing something like this. We want to send
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