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Megan Haeffele
Super Bowl Tibet AdIssue & implications in    pubic relations
2011 Super Bowl XLV• An estimated 111  million viewers• Nearly 50% watch the  commercials more  than they watch the  game•...
Ouch
Once Upon a GrouponFounder & CEO,       The Point         BullAndrew    +     .org      -   campaigns   = Mason
America’s response• Unfavorable Tweets• Unsubscribers• Media attention that  evening and the  following days to  come• Bot...
Who had heard of Groupon prior to this         year’s Super Bowl?  Who has since made an account with               Groupon?
Non-apology apologyWe wanted to clarify the intention of theSuper Bowl ad yesterday. The humor wasdesigned to draw attenti...
Groupon’s Reaction• GrouBlogPon• Groupon’s roots are in  social activism• Sort of an inside Joke• “Opposite effect” will  ...
“We hate that weoffended people, andwe’re very sorry thatwe did – it’s the lastthing we wanted.”
“We thought we were pokingfun at ourselves, butclearly the execution wasoff and the joke didn’tcome through.”
So, do we forgive Groupon?• Business Insider Survey  • People seemed to no    longer care about    the ad• IPO at $25 bill...
Suggestions• Apologize  first, explain later• Groupon was  affective in  customer service  training• Larger  philanthropic...
Groupon: Super Bowl Tibet Ad Issue & Implications in Pubic Relations
Groupon: Super Bowl Tibet Ad Issue & Implications in Pubic Relations
Groupon: Super Bowl Tibet Ad Issue & Implications in Pubic Relations
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Groupon: Super Bowl Tibet Ad Issue & Implications in Pubic Relations

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Aired during the 2011 Superbowl, Groupon's Tibet Ad was found “offensive,” “misguided,” “insensitive,” and “dumb, dumber, dumbest” by several different commercial reviews.
This presentation outlines the public relations implications that came from the Groupon: Save the Money, Tibet advertisement.

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Groupon: Super Bowl Tibet Ad Issue & Implications in Pubic Relations

  1. 1. Megan Haeffele
  2. 2. Super Bowl Tibet AdIssue & implications in pubic relations
  3. 3. 2011 Super Bowl XLV• An estimated 111 million viewers• Nearly 50% watch the commercials more than they watch the game• Media covers 10 best and worst Super Bowl commercials.
  4. 4. Ouch
  5. 5. Once Upon a GrouponFounder & CEO, The Point BullAndrew + .org - campaigns = Mason
  6. 6. America’s response• Unfavorable Tweets• Unsubscribers• Media attention that evening and the following days to come• Bottom 10 of Super Bowl Ad comparisons• Unethical
  7. 7. Who had heard of Groupon prior to this year’s Super Bowl? Who has since made an account with Groupon?
  8. 8. Non-apology apologyWe wanted to clarify the intention of theSuper Bowl ad yesterday. The humor wasdesigned to draw attention to causesincluding Greenpeace, The Tibet Fund, andRainforest Action Network. Grouponactually started as a collective action andphilanthropy site(ThePoint.com). Collective action is inGroupons DNA and this campaign pokes funat its own roots. Anyone can goto www.SaveTheMoney.org (launchedbefore the ads aired yesterday) and andhelp these causes
  9. 9. Groupon’s Reaction• GrouBlogPon• Groupon’s roots are in social activism• Sort of an inside Joke• “Opposite effect” will raise awareness about Tibet• 5 days later….• It didn’t work
  10. 10. “We hate that weoffended people, andwe’re very sorry thatwe did – it’s the lastthing we wanted.”
  11. 11. “We thought we were pokingfun at ourselves, butclearly the execution wasoff and the joke didn’tcome through.”
  12. 12. So, do we forgive Groupon?• Business Insider Survey • People seemed to no longer care about the ad• IPO at $25 billion!• Professionals still question Groupon’s maturity
  13. 13. Suggestions• Apologize first, explain later• Groupon was affective in customer service training• Larger philanthropic gesture

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