Ohio University Strategic Social Media

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Category: Case Studies (page 2 of 13)

Lime Crime & The Downfall of the Velvetine

By: Chelsea Williams

Just how important is Social Media PR in 2016? Can companies get by without it? Read how one of the most revolutionary makeup companies of the decade became the most hated one.

Lime Crime, a cosmetic company based out of Los Angeles, was founded by owner Doe Deere in 2008; but they didn’t get their big break until late 2014/early 2015 when they launched the first ever vegan liquid to matte lipstick to hit the market – BIG deal. ‘Velvetines’ as they are called, TOTALLY blew up all over social media, no company had yet made a product quite like this before and social media Beauty Guru’s jumped ALL OVER the Velvetines. Left and right, leaders were dedicating videos to reviewing and demoing the product for their followers, and because of those videos, millions of consumers from all over the world were fighting to get their hands on a Velvetine. But the success was short lived. In January of 2015, tragedy struck the company with scandal after scandal.

First, it came to light that Lime Crime’s products might possible not be genuinely vegan and may actually contain harmful chemicals. People had chemical and allergic reactions to the lipstick. The next thing that happened was that people alleged that Lime Crime’s products were repackaged from Chinese manufactures, and sold as their own – deceiving the consumer and making huge profits from doing so. As if the integrity of your product being questioned is not bad enough press for a company’s reputation, near the end of February, Lime Crime’s entire security system was breached, and thousands of consumers fell victim to identity theft and fraud. Just as fast as those powerful social media Beauty Guru’s had posted positive reviews about Lime Crime & the Velveltines, they began posting videos encouraging followers to boycott the company altogether.

Screen Shot 2016-02-15 at 6.41.14 PM

(YouTube, 2016)

Even though Lime Crime had a revolutionary product that sold like hotcakes upon release, their reputation was severely damaged.

After studying PR in college for the past four years, I have come to believe that there is no scandal/crisis that can’t be remedied or at least made better – as long as your PR team is good at what they do! Most scandals that ruin reputations are due to the PR team not managing the crisis properly by making the right decisions – not because the crisis was beyond repair.

And this is what happened with Lime Crime. Following this series of crises, many customers turned to the comment section of their Instagram to express personal dissatisfaction with the company because the customer service operators were so rude and insensitive to their issues that they felt they had no where else to go – this is where Lime Crime FIRST went wrong. A company should provide customer service that puts the customer’s feelings and concerns first, and provide the best remedy that they can possible offer. On top of having a terrible customer service center, the owner of Lime Crime – Doe Deere – began to respond to customers with hateful, rude comments, such as this reply to a customer:

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(Instagram, 2015)

Most PR professionals would advice against calling your customers “dumbass[es]” – and if Deere didn’t respond with nasty comments, she would simply delete the comment all together. Lime Crime also did not release a press statement for months following the security breach, leaving customers in the dark, and missing money. Lime Crime did not permanently ruin their company’s reputation because the integrity of their products quality was questioned, or because they experienced a security breach – these things happen ALL the time with companies and are easily remedied – the reason Lime Crime permanently damaged their reputation and made the ‘Velvetine’ campaign a complete and utter social fail, is because they did not make their consumer a priority. If Deere had hired proper PR professionals instead of running her mouth and spewing hateful comments towards the very people that were putting money in her pocket, Lime Crime could still be successful today!

So, can a company do the DIY PR thing, and still be successful? Sure, if your company is perfect and has no chance of experience any sort of crisis. When you consider the dark side of what publicist do: crisis management – there is very little chance that a company will be able to repair their reputation or image without a strong PR team; so if you want to avoid a social fail like Lime Crime’s, then you most definitely need to hire a strong PR team – even in 2016.

 

Want More Information? Check out the following sites:

Life Crime: Official Press Release

Reddit – Lime Crime Scandal

Still Unaware of Lime Crime Controversy?

Lime Crime: Flush your glitter down the shitter

 

Why Lime Crime Is The Most Hated Beauty Company On The Internet

 

External Sources:

1. A. (n.d.). Lime Crime: Beneath The Glitter. |Lipsticks & Lightsabers. Retrieved February 15, 2016, from http://www.lipsticksandlightsabers.com/2010/01/lime-crime-beneath-glitter.html

2. Make Up Company Founder Fails to Inform Customers of Issues. (2015). Retrieved February 15, 2016, from http://thebannercsi.com/2015/05/05/make-up-company-founder-fails-to-inform-customers-of-issues/

3. Chapman, G. (n.d.). Lime Crime & The Scary Truth About Product Safety. Retrieved February 15, 2016, from http://www.refinery29.com/2015/08/93130/lime-crime-lipsticks-illegal-additives-fda-approval

4. M. (2014). Are you still unaware of the lime crime controversy? – My Pink Fairy. Retrieved February 15, 2016, from http://www.mypinkfairy.com/still-unaware-lime-crime-controversy/

5. Dries, K. (2015, February 19). Lime Crime’s Website Is Hacked, Customer Information Stolen. Retrieved February 15, 2016, from http://jezebel.com/lime-crimes-website-is-hacked-customer-information-sto-1686744501

Did DiGiorno Always #MakeTheRightCall?

By: Sophia Borghese

Many people say they want others to look at them the way they look at pizza. Because pizza is much beloved by many, it’s easy for our favorite comfort food to gain a lot of positive attention on social media. DiGiorno — the best thing since delivery pizza — certainly has done well on many platforms, including Facebook and Twitter.

Currently, their campaign slogan is #MakeTheRightCall, which totally works for their brand. This is because the best thing about DiGiorno is that it makes pizza much easier than picking up the phone and, yet, equally as incredible to eat. This hashtag is used on pretty much everything they post online now, and it totally works for them as their pizza is totally call-free. Sadly enough, DiGiorno has not always made the right calls via social, because things got a little bit rough for them in 2015 when they used #WhyIStayed in one of their tweets.

#WhyIStayed was originally a hashtag used by those defending for women who’ve been in abusive relationships. It’d gone viral on Twitter a soon after former Baltimore Ravens player, Rice Ray, punched his wife, Janay Palmer, unconscious. Because Ray was an NFL player, of course, they his case of being an abusive hubby is one of the few cases the media chooses to cover. However, many women have gone through similar struggles and all of them wanted to bring awareness to it on Twitter.

Screen Shot 2559-02-15 at 18.42.58.png

Derived from: twitter.com

Because #WhyIStayed highlights a very sensitive topic for women, posting it to promote a such light hearted topic as pizza did not go over well. Because this hashtag already links to a feed filled with women’s hard-to-hear tweets, DiGiorno should have thought more carefully to see who exactly the post would impact the most.

Moments after the company posted “You had pizza. #WhyIStayed,” DiGiorno lovers were infuriated. Overall Twitter users were implying in tweets that they wanted the pizza brand to apologize to all the women who’d faced and shared such hurtful and heartbreaking moments online. However, DiGiorno continued to write apologetic tweets on Twitter that had a number of pizza eaters upset.

Screen Shot 2559-02-15 at 18.46.58

Derived from: twitter.com

The thing that’s highly important in social media, as easy as it is to post things, is that everything requires a bit of prior research. This is definitely a lesson that DiGiorno (along with other social media content creators) should have learned from this very small but moving message on the internet. Every hashtag has its routes, and everything else social media does too. Because of that, even the most simple words or hashtags to write can say too much or give off the wrong message. Like the hashtag used in this campaign.

In order to assure that DiGiorno and other pizza brands are seen up to their potential, they need to be original and tweet slowly. Even though they deleted this tweet, it’s still on people’s minds and certainly is not fully deleted. People continued to talk about it for a while after things had happened. Besides if a moment like this is powerful enough for people at BuzzFeed and Ad Week to be talking about it, many will still continue to hear about it.

So next time DiGiorno, please #MakeTheRightCall on Twitter!

“Lessons From These 15 Epic Social Media Fails | SEJ.” Search Engine Journal. N.p., 12 May 2015. Web. 15 Feb. 2016. https://www.searchenginejournal.com/learned-15-epic-social-media-fails/121432/

“Facebook Logo.” DiGiorno. N.p., n.d. Web. 15 Feb. 2016. https://www.facebook.com/digiorno/?fref=ts

“DiGiorno Accidentally Tried To Advertise Their Pizza In A Hashtag About Domestic Violence.” BuzzFeed. N.p., n.d. Web. 15 Feb. 2016. http://www.buzzfeed.com/ryanhatesthis/digiorno-whyistayed-you-had-pizza#.gumk6rB0j

“DiGiorno Is Really, Really Sorry About Its Tweet Accidentally Making Light of Domestic Violence.” AdWeek. N.p., n.d. Web. 15 Feb. 2016. http://www.adweek.com/adfreak/digiorno-really-really-sorry-about-its-tweet-accidentally-making-light-domestic-violence-159998

DiGiorno Mistakenly Advertised Pizza In a Hashtag About Domestic Violence

By: Cody Ferguson

The take-home pizza company, DiGiorno mistakenly tried to advertise their pizza with the trending #WhyIStayed hashtag in which was promoting domestic violence. Need I say more?

Trending hashtags and rising topics are a shoe-in for companies to be able to promote Digiornos tweettheir products or services to a large audience virtually free of charge. For example, remember #TheDress that wreaked havoc on the social media world, confusing users as to if the dress was blue or black? Many companies capitalized on that opportunity to join in on the conversation in ways that promoted their products. However, there is a time and place for that.

What Happened?

During an ongoing promotion to help raise awareness concerning victims of domestic violence, #WhyIStayed hashtag was trending via Twitter. Users would add the hashtag to verbally state why they decided to stay in an abusive relationship with their significant other. This user-generated campaign could be the result of the aftermath of the incident involving former NFL running back, Ray Rice who was caught violently beating his wife in a hotel elevator. During 24-hours after the incident, over 46,000 tweets were sent out using the #WhyIStayed hashtag. 

The Aftermath

As I stated previously, joining in on hashtag conversations can be a great opportunity for companies to extend their social reach. However, you must FIRST understand the context in which the hashtag represents. DiGiorno in this case, failed to do so in a big way. Just four minutes after their original tweet, the company tweeted an apology for Digiorno social media failtheir actions. My guess is that they most likely received a large inflow of replies from users venting their extreme frustration and offense.

According to Social Media Week, making light of violence is never acceptable, and neither is jumping into a trending hashtag without first understanding the context. While timeliness is important and sometimes critical, when it comes to social media, you can always afford to take a few minutes to gain an insight into the conversation. I mean come on, how hard is it to figure out the context of a trending hashtag?

These people are supposed to be professionals? I know many college students who are aspiring to become social media managers who would never think about making a mistake like that. I think it is fair to say that the person responsible for that tweet was most likely fired and DiGiorno’s brand image is now somewhat damaged.

According to Buzzfeed, the entire DiGiorno team is sorry. Obviously. The company’s parent firm, Nestle U.S.A. stated “The tweet was a mistake, quickly realized as such, and deleted seconds later.” But can doing so truly revoke the image that is now associated with the company? This is often a question that arises when large organizations make a mistake this big. Especially in the world of social media.

Days after the incident, DiGiorno continued to apologize to any person that tweeted at #WhyIStayed mistakeit and rightfully so. I’d guess that DiGiorno won’t be jumping into Twitter hashtags anytime in the near future. At least without carefully examining the context of such.

So, Im interested. What steps do you think companies can take to help repair their image from a situation like that of Digiorno? Let me know in the comments below, I’d love to hear what you have to say!

Cheers!

 

Sources:

Brodrick, R. (2014). DiGiorno Accidentally Tried To Advertise Their Pizza In A Hashtag About Domestic Violence. Retrieved from http://www.buzzfeed.com/ryanhatesthis/digiorno-whyistayed-you-had-pizza#.ofwOWnQXl

Burt, B. (2015). Valuable Lessons From 5 Shockingly Bas Social Media Fails. Retrieved from http://socialmediaweek.org/blog/2015/04/valuable-lessons-5-shockingly-bad-social-media-fails/

Griner, D. (2014). DiGiorno Is Really, Really Sorry About Its Tweet Accidentally Making Light of Domestic Violence: Reminder to always check the context on hashtags. Retrieved from http://www.adweek.com/adfreak/digiorno-really-really-sorry-about-its-tweet-accidentally-making-light-domestic-violence-159998

Rogers, A. (2015). The Science of Why No One Agrees On the Color of This Dress. Retrieved from http://www.wired.com/2015/02/science-one-agrees-color-dress/

Winchel, B. (2014). Social media lessonsfrom DiGiorno’s hashtag fail. Retrieved from http://www.prdaily.com/Main/Articles/Social_media_lessons_from_DiGiornos_hashtag_fail_17234.aspx

 

Heinz Gets Messy With QR Codes

A consumer was using his cell phone to learn more about consumer-driven competition with the help of a Heinz QR code. The code didn’t lead to the outcome he was hoping for—an entry for a personalized ketchup bottle—it led to another vice that certainly was not appropriate for a Happy Meal with fries.

In June of 2015, a German consumer, Daniel Korell, viewed a porn website as a result of scanning an old Heinz bottle’s QR code from a competition for product design that lasted from 2012 to 2014, according to The Guardian. Heinz bought the domain name sagsmithheinz.de for the time period of the competition and not for much longer, apparently. A German adult entertainment site took over the domain name after the competition ended.

At least Korell wasn’t offended by the mistake and actually found it amusing, according to the BBC. Korell also tried using different phones to input the code manually, but it still took him to the adult entertainment website with each try. He decided to report the issue on a platform that encompasses what Pew Research Center reports as 72% of all Internet users.

“This ketchup is probably not for minors,” Korell wrote on the official Heinz Facebook page under a picture showing the ketchup bottle with the X-rated site it linked him to, according to Business Insider.

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Original image by Daniel Korrell. Retrieved from BBC Technology.

“I happened to scan it during lunch and I was a bit surprised where I got redirected to,” Korell told the BBC. “I found it rather funny and thought it was worth [sharing] on Heinz’s Facebook page.”

Heinz apologized in response to Korell’s post, and explained that the domain name was purchased by another company after the competition reached its end. In addition, Heinz extended the competition for the circumstance and offered Korell the opportunity to design a new label for them, according to AdWeek. Heinz sent Korell a new bottle of Ketchup as well, according to BBC. Numerous sources reporting on the issue received an email message apology from Heinz.

FunDorado, the adult entertainment website, did not publicly comment on the mishap, but did respond to Korell’s Facebook post about the mistake in a direct message shortly after.

“Hello Daniel Korell, wow! Has Heinz perhaps confused FunDorado’s Sexy Lila with its Lila Ketchup EZ Squirt? However, you won’t of course be going away empty handed. We’re giving you a year’s free access to FunDorado.com,” FunDorado said to Korell, according to CNN Money online.

In the end, Korell still received the opportunity he set out for and even more thanks to FunDorado’s quick purchase of the domain name. His trial of Heinz’ hot ketchup with Sriracha may have been a bit spicier than he intended, though. While Heinz took the measures it could by publicly apologizing and explaining the issue, it should probably be more careful in measuring its limited time for domain name usage for future competitions. It’s a wonder how the company managed to keep this discovery to a minimum of one infamous report on social media.

Citations:

Gibbs, Samuel. (2015). Heinz says sorry for ketchup QR code that links to porn site. The Guardian. Retrieved from: http://www.theguardian.com/technology/2015/jun/19/heinz-ketchup-qr-code-links-porn

Kiefaber, David. (2015). Heinz Is Very Sorry for Ketchup Bottle’s QR Code That Led to a Porn Site The perils of letting a domain lapse. AdWeek. Retrieved from: http://www.adweek.com/adfreak/heinz-very-sorry-ketchup-bottles-qr-code-led-porn-site-165469

Kircher, Madison Malone. (2015) A man in Germany was surprised when the QR code on the back of his Heinz Ketchup bottle led to a porn site. Business Insider. Retrieved from: http://www.businessinsider.com/heinz-ketchup-bottle-qr-code-links-to-porn-site-2015-6

Lee, Dave. (2015). Heinz QR porn code too saucy for ketchup customer. BBC Technology. Retreived from: http://www.bbc.com/news/technology-33200142

Smith, Aaron. (2015). Heinz apologizes for ketchup bottle QR code linked to XXX site. CNN Money. Retrieved from: http://money.cnn.com/2015/06/19/news/companies/heinz-ketchup-porn/

Pew Research Center. (2015). Facebook Demographics, Mobile Messaging and Social Media 2015Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/2015-08-19_social-media-update_07/

 

Periscope Flight Takes off as a Social Win for Turkish Airlines

By Garrett Smith

 In June of 2015, Turkish Airlines announced an innovative and groundbreaking new feature. For the first time ever Turkish Airlines live streamed a flight from Istanbul to New York via Periscope. Viewers who tuned in were treated to all of the behind the scenes action of what the crew of an airline goes through leading up to a flight. Audiences got to see everything from pre-flight checks to crew cabins and everything in between.

The idea behind the campaign was pretty genius, putting all of the focus on a unique experience that viewers could interact with. Building on that interaction between brand and consumer, the live stream featured promoted tweets every time a stream went live. Through out the flight several of the crew members responded to user generated questions further adding to the very tangible experience for all viewers involved. Another detail worth mentioning is that this stream marked the very first Screen Shot 2016-02-15 at 4.53.02 PMtime a planes cockpit had ever been broadcast live to the world.

So what gave Turkish Airlines this bright idea? The answer is simple; gain some recognition in the social media world in order to stand out amongst its competitors. In a world where social media plays such a big role in consumer perception of brands, Turkish Airlines decided to capitalize on this fact. They did exactly what they set out to do.

It’s hard to argue that the streamed flight was anything but a social media win for Turkish Airways, and that’s not just my opinion, numbers support it. By the end of it all, Turkish Airlines had gained 5,000 new followers and close to 300,000 likes. Not only is that a drastic jump in followers and interaction, its also a form of free advertising that encourages more interaction than traditional forms of advertisement.

The other thing Turkish Airlines did with this social media campaign is take a chance on a new platform, that platform being Periscope. By using a new social media platform, like Periscope, Turkish Airlines introduced thousands of new individuals to technology that they may have been previously unaware of. This further solidifies Turkish Airlines’ social win as they have opened up the door for a potential relationship with Periscope. Future endeavors for the two companies could be a regular streaming of flights, which leads to the next point.

One of the only things I think Turkish Airways could improve upon is not letting this be their only venture into the world of ambitious social media campaigns. What I would do is make live streaming on Periscope a regular thing, with extra emphasis on what the consumers want to see. Perhaps the airline could feature a different city every month and encourage engagement from that cities population.

With all things considered, Turkish Airlines has set the bar high with regards to how a company’s social media campaign should look. 2016 should prove to be a year in which companies push the limits of what social media campaigns are truly capable of.

Cassinelli, A. (2015, December 31). The Best Social Media Campaigns of 2015. Retrieved February 15, 2016, from http://www.business2community.com/social-media/15-best-social-media-campaigns-2015-01415014#Akt1acASgYzRUfoX.97

V. (2015, July 14). Experience Turkish Airlines Live On Periscope. Retrieved February 15, 2016, from http://wersm.com/experience-turkish-airlines-live-on-periscope/

Hepburn, A. (2015, July 12). Turkish Airlines: World’s First Periscope Flight. Retrieved February 15, 2016, from http://www.digitalbuzzblog.com/turkish-airlines-worlds-first-periscope-flight/

T. (2015, July 21). Turkish Airlines claims aviation first broadcasting from cockpit live on Periscope. Retrieved February 15, 2016, from http://www.travolution.co.uk/articles/2015/07/21/13304/turkish-airlines-claims-aviation-first-broadcasting-from-cockpit-live-on-periscope.html

Turkish Airlines on Periscope. (n.d.). Retrieved February 15, 2016, from https://www.periscope.tv/TurkishAirlines

NYPD Hopes for the Best but Receives the Worst

By: Justin Gamble

In April of 2014 The New York Police Department sent out a tweet that asked New Yorkers to post pictures of themselves with members of the NYPD. The department tweeted, “Do you have a photo w/ a member of the NYPD? Tweet us and tag it #myNYPD. It may be featured on our Facebook.” While NYPD expected to receive smiling pictures of citizens with NYPD members, this plan inevitably backfired when instead they began to receive unflattering pictures of officers making arrests, fighting with citizens, and even some photos of officers with weapons drawn. The timing of this tweet wasn’t exactly ideal for the NYPD, mostly because it was around the time that Occupy Wall Street was taking place. As soon as members of the Occupy Wall Street caught on to the hashtag, the Twitter world was flooded with pictures of police brutality accompanied by negative and sarcastic comments.

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Shortly after #myNYPD was brought to light other major cities began to see similar hashtags. #myAPD (Atlanta) and #myCPD (Chicago) were other hashtags that saw similar negativity. One tweet coming out of Chicago read, “#myCPD extending his fist out to the community.” accompanied by a photo of a Chicago police officer who looked like he was about to punch a person standing with a camera.

The virality of the campaign is undeniable; it definitely took the Twitter universe by storm. #myNYPD received 43,000 mentions. Of those mentions only 5% were actually positive tweets supporting the NYPD, 15% were negative tweets, and the remainder were recorded as neutral. Tweets not only came from New York, but all over the United States and there were even tweets from Canada and Ecuador recorded. Men tend to use social media less frequently then women do, but surprisingly 64% #myNYPD tweets were from males.

The president of an integrated communications and public affairs firm called Ervin-Hill Strategy, Dan Hill, noted that Twitter is a great place to help gain awareness for a brand, but NYPD is not a brand so the campaign did not go over well. The NYPD’s Twitter account can be put to better use like gaining information from the general public about suspects in cases, “That’s what they really need to focus on and do it as well as they can.” Hill explained in an interview with IBTimes.

The campaign quickly gained national attention when media companies like Vanity Fair, Vice, USA Today and Complex all covered the failed social media campaign. After all of the negative feedback that #myNYPD received, the NYPD chose not to respond directly and decided to carry on as if it had never occurred. Police Commissioner Bill Bratton denied the failure shortly after it began to pick up steam saying, “Send us your photos, good or bad. I welcome the extra attention.” He also clarified that the negative pictures weren’t portraying police misconduct, but sometimes this is the kind of work officers have to do.

I think this campaign was extremely unfortunate for the NYPD. The NYPD has been faced with difficult situations in the past and has had to take extreme measures to keep the city safe. If a town or smaller city had tweeted something similar I’m sure there would have been much more supportive tweets. If I had been in charge of the NYPD Twitter I don’t think I would have used this strategy. Knowing how media has controlled the image of the police in the past, it was very likely this campaign would receive a negative reaction. As one Twitter user tweeted, “Lesson number 1 about hashtags: just because you created one doesn’t mean you own it. #myNYPD.”

 

References

 

Bratton on Twitter Fail: I Welcome the Attention. (n.d.). Retrieved February 15, 2016, from http://www.nbcnewyork.com/news/local/NYPD-Twitter-Backlash-myNYPD-Fail-Negative-Photos-Flood-Social-Media-256275661.html

S. W. (2014). Did the NYPD Twitter screw up have any real effect on the department? Retrieved February 15, 2016, from http://digiday.com/brands/nypd-hashtag-fail/

Ford, D., Lear, J., Ferrigno, L., & Gross, D. (n.d.). #D’oh! NYPD Twitter campaign backfires. Retrieved February 15, 2016, from http://www.cnn.com/2014/04/22/tech/nypd-twitter-fail/

Lessons Learned from #myNYPD: Is There a Silver Lining? – In Public Safety. (2014). Retrieved February 15, 2016, from http://inpublicsafety.com/2014/04/lessons-learned-from-mynypd-is-there-a-silver-lining/

M.V. (2014). Not My NYPD: What Happened With The Failed Twitter Campaign That Unsuspectingly Encouraged Police Brutality Photos. Retrieved February 15, 2016, from http://www.ibtimes.com/not-my-nypd-what-happened-failed-twitter-campaign-unsuspectingly-encouraged-police-1575577

J. K. (2014). The Most Telling Photos From the NYPD’s Epic Twitter Fail. Retrieved February 15, 2016, from http://www.colorlines.com/articles/most-telling-photos-nypds-epic-twitter-fail

IHOP tweets inappropriate breast joke #SocialFail

by Abbey Saddler

IHOP is known for their delicious pancakes, hints IHOP stands for International House of Pancakes. Their Twitter account is famous for their mouth watering images of their glamorous pancakes with many clever and trendy captions. The hip tweets were intended to attract the younger generation on Twitter; which has been proven to be very successful by the increase in their retweets.

But it was all fun and games until they posted a very sexist tweet. The tweet read “flat but has a GREAT personality.”

Pancake

Source Social Media Week

The purpose of the tweet obviously was not to offend anyone, but to make a joke about small breasted women. It wasn’t long after the post was tweeted that costumers were responding with outrage. Responses came from people all over including celebrities such as Ben Dreyfuss and Judd Legum. E totally bashed IHOP’s entire Twitter account stating “Take a breath, IHOP. Don’t you know that as long as there are stoners and senior citizens, your target markets will never abandon you?”

IHOP deleted the tweet and attempted to apologize. The tweet read “Earlier today we tweeted something dumb and immature that does not reflect what IHOP stands for. We’re sorry.”

Even with the poor attempt at an apology, this was a complete social fail. The trendy tweets were a great idea, considering Twitter is primarily a younger audience. The short but comical tweets with a mouth watering picture definitely attracts the younger generation. IHOP’s retweets were booming. But you cannot insult women along the way. It was very downgrading to women and more specifically the younger women who are more susceptible to be insulted by the post.

There really is no way to correct this epic failure. The only answer is simply do not do this again. Fortunately for them, it appears that they are still pretty successful with their trendy tweets minus this horrible attempt at a “boob joke.” First, I think whoever posted the tweet through the IHOP account should have been fired. I’m not exactly sure how many people have access to the account information and how they get approved to tweet their posts, but I think it would be smart to have a team of professionals that specialize in social media. The team could generate the trendy slang-spun tweets and they all should agree whether or not the post is appropriate and effective enough to post. Also, it wouldn’t hurt to throw in a woman friendly post to gain the forgiveness of the female followers.

Matias, C. (2016, January 5). The top 10 most embarrassing social media fails from 2015. Retrieved February 15, 2016, from http://socialmediaweek.org/blog/2016/01/most-embarrasing-social-media-fails-2015/

Mosbergen, D. (2015, October 19). IHOP tweeted a joke about breasts. It didn’t go too well. Retrieved February 15, 2016, from http://www.huffingtonpost.com/entry/ihop-tweet-breast-joke_us_56249e61e4b08589ef47eacb

IHOP sends out controversial tweet suggesting women’s breasts are like pancakes. (2015, October 19). Retrieved February 15, 2016, from http://www.foxnews.com/leisure/2015/10/19/ihop-sends-out-suggestive-tweet-about-pancakes-and-women-breasts/

IHOP twitter account. (2012, January). Retrieved February 15, 2016, from https://twitter.com/IHOP?ref_src=twsrc^google|twcamp^serp|twgr^author

Haikel, D. (2015, October 19). IHOP Lets Loose With Sexist Boob Joke as Twitter Account Has Quarter-Life Crisis. Retrieved February 15, 2016, from http://www.eonline.com/news/707878/ihop-lets-loose-with-sexist-boob-joke-as-twitter-account-has-quarter-life-crisis

GoPro’s Skateboarding Cat Takes the World by Storm

By: Liz Sanz

GoPro is a well known brand that produces portable cameras that enable users to film their most extreme pursuits from cliff diving, snowboarding, scuba diving, and so much more. The idea behind using a GoPro camera is that the videos being shot are viewed from the perspective of the person partaking in the actual activity, with the camera usually attached to their body or helmet. This allows videos to be shot in first person format, letting user’s and viewers relive extreme experiences over and over.

#GoPro does a lot of its marketing and campaigning through production of remarkable content online. They publish many of their users’ videos as well as their own to exhibit all one can do with a GoPro. Naturally, they recently chose to do a content-based online campaign for the brand that went viral in no time, creating a buzz about this #socialwin. This campaign was centered entirely around a #skateboardingcat that won the hearts of viewers and GoPro users around the world.Screen Shot 2016-02-15 at 5.46.36 PM.png

Source: GoPro’s Instagram

The campaign started when GoPro linked up with #Didga, the skateboarding cat born and raised in Australia in March of 2015. Didga is a master at her skill and has completed plenty of skate tricks She has no problem hanging with the guys at the skate park and GoPro took full advantage of her many talents.

The campaign was centered around a video of Didga skating around a local skate park with a GoPro attached to her board. The video featured many different angles, including some from Didga’s perspective at the front of the board, as well as with the GoPro placed in the middle of the board showing Didga’s paws as she gracefully landed tricks and stunts, all using the GoPro HERO3+ model. The video is an exemplary model of how GoPro’s cameras can be used from various points of view and can be placed wherever the user feels most fit in order to really capture the experience. Not only did they demonstrate GoPro’s uses in the video, but they also cultivated an online phenomenon featuring some of the internet’s favorite things; action and cats.

A clip of the video was first posted to Instagram for International Cat Day, which led users to the full YouTube video that became a sensation in no time. It’s not surprise this video blew up so quickly because the internet has a fascination with cats, especially when they are doing weird or unusual activities. GoPro was genius in utilizing this information about their audience and incorporating it into a campaign that not only showed off the components of their product but that also garnered so much online attention. The Instagram post totaled 230K likes and over 25K comments. The YouTube video of Didga doing her thing has now reached over 4 million views and counting. GoPro’s cat-centered campaign has been shared around the world via YouTube, Instagram, Facebook and more, and has been deemed a huge #socialsuccess for the content-based brand.

#ouj4530

Sources:

Mathieson, R. (2015, December 02). 2015’s Top 10 Social Media Campaigns. Retrieved February 14, 2016 from http://www.smallbusinessadvocate.com/small-business-article/2015-s-top-10-social-media-campaigns-3076

Britain, Ready Business. (2015, December 23). Five of the Best Social Media Campaigns of 2015. Retrieved February 14, 2016 from http://www.readybusinessbritain.co.uk/the-five-best-social-media-campaigns-of-2015/

Grossman, S. (2015, March 02). Watch This Skateboarding Cat Pull Off Some Sweet New Moves. Retrieved February 15, 2016 from http://time.com/3729249/didga-skateboarding-cat-gopro-video/

Wander, E. (2015, December 30). Here’s a Month-by-Month Look at the Most Engaging Brand Content of 2015. Retrieved February 15, 2016 from http://www.adweek.com/news-gallery/technology/here-s-month-month-look-some-most-engaging-brand-posts-2015-168772

Nudd, T. (2015, April 13). The 10 Most Watched Ads on YouTube in March. Retrieved February 15, 2016 from http://www.adweek.com/news-gallery/advertising-branding/10-most-watched-ads-youtube-march-164040

GoPro: Didga The Skateboarding Cat https://www.youtube.com/watch?v=vYyUb_MI7to

MTV Goes Way Too Far This Time

Tiffany Bey

 MTV launched a campaign titled, “Look Different” sometime in July of 2015 during the Video Music Awards. The campaign released a commercial titled, “White Squad” and it is one of the most disgusting things I have ever seen on television.

They released a commercial that “posits a Geek Squad-style team of chalk-hued, corporate-consultant types eager to assist people of color with stuff like hailing cabs, renting apartments and courtroom appearances”. The spokesperson made statements such as, “Is your skin color holding you back? Are you tired of systemic prejudice ruining your day?” and many other extremely offensive.

I wish I could come up with a rational “purpose” of why they would release something so offensive, but I can’t come up with anything. Ratings? Media attention? I have no idea, but I’m not at all surprised MTV did release it. MTV has always been known to do some crazy things on their network. Therefore, I don’t really know what their motive was for making up this sort of thing. However, many media sites reported that they think their purpose was to be “satirical” and funny, but there is a fine line when it comes to speaking on specific issues, especially race.

Source: Twitter

Source: Twitter

I think this campaign was a social fail because it didn’t connect with the viewers at all. Of course Twitter went in an uproar, and it was tweeted so much that it trended in the #1 trending spot. Most of the tweets that I came across were outraged, from both white and black people. I think that if MTV truly wanted to make a stance on how African-Americans experience injustice on a day-to-day basis, they could’ve done it in a tasteful way. I read this quote that mirrors my exact feelings on the situation. It says, “It kind of came off as though it was making fun of the issue,” one person wrote, “as opposed to actually putting it in a way that says this needs to stop.” I don’t think a person or persons’ injustice is something to be joked about, especially with everything that has been going on in the media; police brutality etc. Maybe MTV did want to make a stance against microaggressions, we will never know, but I do know that next time they want to launch a campaign/commercial they should be more aware of how they’re going to make certain people feel first because as a regular MTV watcher, this campaign made me anti MTV for awhile.

References

Ad of the Day: People of Color Finally Get White Privilege on Demand With White Squad. (n.d.). Retrieved February 15, 2016, from http://www.adweek.com/news/advertising-branding/ad-day-people-color-finally-get-white-privilege-demand-white-squad-165948

Dailymail.com, C. S. (2015). ‘It’s ignorant garbage’: MTV under fire from viewers over ‘spoof’ video about racism and white privilege – which it claims is meant to highlight and combat discrimination . Retrieved February 15, 2016, from http://www.dailymail.co.uk/femail/article-3170851/MTV-fire-viewers-spoof-video-racism-white-privilege-claims-meant-highlight-combat-discrimination.html

Jenkins, N. (n.d.). New Spoof Ad Takes Controversial Jab at White Privilege. Retrieved February 15, 2016, from http://time.com/3960382/white-squad-privilege-look-different-mtv-ad-spoof-commercial/

MTV’s Look Different. (n.d.). Retrieved February 15, 2016, from http://www.lookdifferent.org/whitesquad

White Squad. (n.d.). Retrieved February 15, 2016, from https://www.youtube.com/watch?v=U6JrJFJs0GA

#UpForWhatever turns into #NoMeansNo

Tyler Prich

In an industry synonymous with questionable morals and risky behavior, alcohol companies need to pay special attention to how they market their products. As part of Bud Light’s #UpForWhatever campaign,  they rolled out 140 messages on bottles highlighting that Bud Light will take away any inhibitions holding you back from a good time. The campaign had a long, successful run, thanks to it’s fun, light-hearted feel. Until one message slipped through the marketing team that caused an uproar on social media. The message printed on the blue label stated that Bud Light is “The perfect beer for removing ‘No’ from your vocabulary for the night.” An image of the first surfaced on Reddit and quickly spread through the Internet, complete with plenty of backlash.

upforwhatever

Photo: usatoday.com

It’s safe to assume that whoever came up with this had no intention of offending anyone, but many believe that the message is unintentionally promoting rape culture, as well as reckless behavior like drunk driving. People were quick to react on social media, posting things like,  “What story do you tell with your brand? For Bud Light, it’s ‘Screw consent. Date rape is awesome!’ #UpForWhatever.” Thousands of responses like this were directed at the beer company using other hashtags like #NoMeansNo. Some even said that the message also advocates drinkers to drive drunk.

Bud Light swiftly issued an apology on their website. A statement by vice president Alexander Lambrecht reads, “It’s clear that this particular message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior. As a result, we have immediately ceased production of this message on all bottles.”  The company did not release what percentage of bottles had the offensive message printed on them, and it’s hard to say how many are out there because of the number of taglines they released in the campaign.

The damage had been done to the brand, and this isn’t the first time that the Anheuser-Busch company has landed in hot water recently. In celebration of Saint Patrick’s Day in 2015, Bud Light tweeted out, “On St. Patrick’s Day you can pinch people who don’t wear green. You can also pinch people who aren’t #UpForWhatever.” The tweet was quickly deleted after the public took it as promoting sexual harassment and voiced their concerns. It’s hard to fathom how such sexist remarks can make it through such a large company without any questions. Some believe that females in large companies are too intimidated to voice their concerns. After all, Anheuser-Busch only has one female in an executive position.

Sexual Assault is a huge issue in today’s society, especially in the segment that Bud Light targets – college-aged men and women. Bud Light is paying the price for its lack of attention to detail on all fronts, especially social media, where these young men and women are most active. Anheuser-Busch had struggled to hit the female market for years, until the recent release of non-beer products such as the Lime-A-Rita and other mixed drink options. Unfortunately, I feel this company has taken a big step back. The company is new at hitting the female market, so research is needed within the company to accurately market to women. All in all, let’s just agree that the people at Bud Light committed a complete #SocialFail that should’ve been thrown out at the first meeting. How the message made it into the final 140, we may never know.

Bukszpan, D. (2015, April 29). What was Bud Light thinking? Consumers keep ‘no’ in their vocabulary. Retrieved February 14, 2016, from  http://fortune.com/2015/04/29/bud-light-up-for-whatever/

Griswold, A. (2015, April 29). Bud Light Dreams Up the Worst Possible Slogan for a Beer Company. Retrieved February 14, 2016, from http://www.slate.com/blogs/xx_factor/2015/04/29/bud_light_s_no_means_up_for_whatever_the_worst_possible_slogan_for_a_beer.html 

Hughes, T. (2015, April 29). Bud Light apologizes for ‘removing no’ label. Retrieved February 14, 2016, from  http://www.usatoday.com/story/news/nation/2015/04/28/bud-light-label/26532085/

Okyle, C. (2015, April 28). Bud Light’s Lighthearted ‘Up for Whatever’ Campaign Takes a Dark Turn. Retrieved February 14, 2016, from  http://www.entrepreneur.com/article/245608

Strom, S. (2015, April 28). Bud Light Withdraws Slogan After It Draws Ire Online. Retrieved February 14, 2016, from  http://www.nytimes.com/2015/04/29/business/bud-light-withdraws-slogan-after-it-draws-ire-online.html?_r=0

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