How to upset the Twitterverse


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A case study about the Red Bull Jesus advertisement and the impact it had on the brand's online reputation.

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How to upset the Twitterverse

  1. 1. How to upset theTwitterverseA saidWot CaseStudyMarch 2012Compiled by @etta_howell
  2. 2. The Formalities This Case Study is based on all comments received the 13th and 14th of March 2011. It is based on all comments from around the world. This case study was not compiled for a specific brand, but purely out of curiosity and a burning passion to showcase the impact of Online Reputation Management. If you would like more information about saidWot, please contact us:
  3. 3. The Story On the 12th of March 2012, Red Bull aired a controversial advertisement on prime time South African TV. The advertisement has since received 65 411 views on YouTube, but was removed from TV screens due to a large number of complaints. Here are the details...
  4. 4. Where did the conversation take place? 789 comments posted on Social Media Platforms 8 articles posted on News sites5 posts on Forums 3 articles posted on Websites
  5. 5. Said What?
  6. 6. Sentiment Majority of the coverage received over the two days was negative, although positive comments increased on the 14th. The reputation score also came to 0.90/5, which displays the negative perceptions surrounding the brand.
  7. 7. Where on earth are they? The advertisement was discussed worldwide, with majority of the comments and shares originating from South Africa, the USA and the UK.
  8. 8. Where did they leave a mark? 653 Tweets 127 Status updates 3 HelloPeter complaints 8 FriendFeed posts 2 Articles on Independent Online 2 Articles on Times LIVE
  9. 9. Social Media Infuencers Majority of the individuals speaking about the brand have a low number of followers and fans.
  10. 10. What did they say?
  11. 11. What did they say?
  12. 12. Trending Topics Catholic opinions: 112 comments, including links to articles. Advertising Standards Authority and Broadcasting Complaints Commission: 53 comments. The ASA and BCCSA also received over 40 complaints in just 48 hours. 3 individuals stated that they received feedback from the authorities or Red Bull, ensuring them that the ad will not be aired again.
  13. 13. Trending Topics Popular hash-tags used include #redbull, #redbullad, #advertising, #teamjesus, #brandfail and #fail
  14. 14. How much was it worth? Each article or comment about the advertisement was worth R516.27Overall, about 2 078 003 people worldwide saw comments about the ad in only 2 days. The negative comments alone were seen by 905 591 people worldwide.
  15. 15. The outcome? Red bull finally withdrew the ad from being aired again, although the negative impact on the brand’s online reputation was already made. The brand did not publically post any releases, replies or apologies, increasing the negative impact. This situation may also lead to a loss in sales due to a large number of individuals stating that they will now boycott the brand, and are also urging others to do the same.
  16. 16. More Information We have all the data and analysis available that went into writing this case study. If you are interested in receiving this, please contact us on the details below. If you want to know what is being said online about your brand, then contact us on the details below and we will gladly set up a demo account for you. South Africa: United States: Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403 Email: Email: Web: