Twitter fails by big brands
McDonalds is not the only company to have an innocent and positive marketing campaign completely backfire. I’d expand on some of the lessons learned by #McDStories campaign and include being aware of both internally what is happening at the company and also sensitive to the timing of external current events. Here are 3 examples from Business Insider:
1) Bing uses #SupportJapan campaign to raise money for earthquake victims, but consumers perceived this as a cheap and exploitative marketing tactic:
2) Kenneth Cole used the #Cairo hashtag to describe the “uproar” its customers were having about its new spring collection. People on twitter were not amused and believed the tweet was insensitive to the political movement in Egypt and instead spent the rest of the day bashing on the brand:
3) Qantas launched a campaign to highlight his luxury amenities with #QantasLuxury. Unfortunately, at the time the entire fleet had been grounded due to a labor dispute, and as a result produced tweets like this: