To their credit, Summer’s Eve
wastedlittle time in responding to the“alternative conclusion” somereaders had read into the ad. “ I would like to first of all apologize if this ad in anyway has offended anyone. We are taking immediate next steps to remove the ad from ” circulation. — Angela Bryant, Sr. Brand Manager, Summer’s Eve
But the brand didn’t stopthere.
They quicklylaunched a national seriesof “open and frankdiscussions” with U.S.women.(40% of whom apparently“misidentify the vagina onan anatomical diagram,”according to a corporatepress release)
The lessons:• Social media disaster
can strike evenwhen you’re not marketing in socialmedia• Respond quickly and humbly• Clarify how a poor decision was reached• Show that you’re learning from theexperience and committed to doing better
The lessons:• Create safeguards• Be
selective in your account admins• Stay attentive and involved• Avoid the allure of convenience• Recognize that mistakes will happen,and don’t take yourself too seriously
Then viewers heard thesound of
a crash. The screen went black, and a message appeared, saying “Unexpected things happen in life. Be insured to have your loved ones assured.”
The lessons:• Know the lines
between narrativestorytelling and hoax• Real life is full of great stories to betold, so why make them up?• Give your audience an earnest reasonto connect and see the value of yourbrand
To promote the release of
Dante’s Inferno, EA’smarketing team launched a nine-month seriesof guerrilla efforts tied to the circles of Hell.
Then things hit a snag.
The game’s “Lust”promotion offered prizes for committing “anact of lust” on a Comic-Con “booth babe.”
“ We wanted to be
more Eyes Wide Shut than Van Wilder, and with Sin to Win we were a ” little too Van Wilder. — Phil Marineau, Senior Product Manager, EA
“Sin to Win was a
greateye-opener for us, andwere glad it happenedearly on, so we couldlearn from it."
The lessons:• It never hurts
to temper controversywith common sense• But don’t let criticism grind yourmarketing to a halt. Learn, evolve.• You can still be smart without being“safe.” Avoid the urge to dial back toofar.
“ The bottom line is,
weve only just started, and we havent committed any paid media to it yet. If you look at the number of fans hes garnered on FB, the interactions he has with people there and on Twitter, and the people who say that they wouldnt have paid attention to the Focus if Scott Monty it werent for Doug, then youve got Social Media Chief, ” a better picture. Ford Motor Co.
“ It was definitely a
risk for the company to go down this road, and there are still divided opinions on Doug. Hes not your typical spokesperson. But hes fun and different, which is what the all-new Focus is, so its a ” good match. — Scott Monty
The lessons:• If you’re going
to create strongcontent, have a strong promotion plan• Don’t abandon a good idea justbecause it hasn’t reached its potential• It’s not always about big numbers.Quality of engagement can beimportant (50 Focuses sold = $1M)
• It’s only a fail
if you refuse to learnfrom it• The real failures happen every day.They’re the campaigns you never hearabout, and we never talk about.
• It’s only a fail
if you refuse to learnfrom it• The real failures happen every day.They’re the campaigns you never hearabout, and we never talk about.• “I can accept failure, but I can’taccept not trying.” – Michael Jordan