Whether you're part of a small mushrooming start-up or an international conglomerate, it is impossible to take your business out into the big, wide world without the help of social media. Acknowledging this, huge marketing strategies are being regularly implemented by multi-national firms, while launching new products and services.
While many brilliant campaigns like National Geographic's #Natgeocovershot, Cancer Research UK's #NoMakeupSelfie, Oreo's centennial ad campaign and their recent one in collaboration with Transformers 4 went viral, many failed to make a mark despite the companies having shelled out a fortune on them.
Back in 2013, Domino's had started a campaign that they hoped would be a game-changer. A banner on their Facebook page stated ''Get ready for our biggest announcement in 20 years #gamechanger", The Sunday Morning Herald reported.
''You've demanded change and we've pushed ourselves to respond,'' said Domino's chief executive Don Meij as a follow-up to this much-hyped campaign. The response on the social media websites, unsurprisingly were underwhelming.
''YOU HAD US ON THE EDGE OF OUR SEATS FOR THIS?'' one Facebook user wrote on the company's page. '' "Making square pizzas with nicer toppings certainly isn't worth the hype. I can't believe that Domino's think this advertising is going to win them any new customers!!! Dumb Dumb Dumb!!!," another posted, while many users who complained their critical comments were deleted from the page.
Another ill-judged social campaign that failed miserably was by the world-famous fast food chain McDonald's. They used the hashtag #McDStories to invite customers to leave comments about their love of Happy Meals. Unfortunately, the campaign turned sour when people started tweeting about the shoddy service and foul food served in McD chains.
Why does McDonald's pay to be abused on Twitter? #McDStories http://digiday.com/brands/anatomy-promoted-tweet-gone-wrong/ ... - Travis Bernard (@travisbernard) 14 July 2014
— viv ಠ◡ಠ (@VVNH) July 19, 2014
In a brilliant example of a brand being entirely ignorant of its own public image, JP Morgan, a leading financial services firm, put its vice chairman Jimmy Lee up for a Q&A in November. After the hashtag #AskJPM was pelted with abuse prior to the Q&A going live, JP Morgan came to its senses and cancelled the event.
#AskJPM I would like to know if I can have more beatings please? We serfs feel neglected. thanks in advance.
— Squishy-warm-pudding (@FTAssistance) July 17, 2014
Tomorrow's Q&A is cancelled. Bad Idea. Back to the drawing board. — J.P. Morgan (@jpmorgan) November 14, 2013