Didn't we just ask ourselves last week ... What can we learn from McDonald's and #McDStories? Or Walgreens and #ILoveWalgreens?
We should know by now that if we are going to put ourselves out there, we are going to get it back. And we might not like it.
Enter Blackberry and #BeBold. It started on New Year's Eve for me because quite honestly when I saw all the promotion in Times Square and the product placement with Dick Clark's show, I was scratching my head. The brand Blackberry was challenging people to "Be Bold" in 2012, and asking them for their bold and daring new year's resolutions. Honestly felt like a disconnect for me. Would have made more sense for the brand to sponsor New Year's Eve texting to loved ones. I would have loved a text from Jenny McCarthy, live from Times Square!
But instead, the brand went bold with a comprehensive product placement, advertising, point-of-sale, and now social media campaign asking people to "Be Bold."
The challenge continued onto Twitter, where once again consumers took over the conversation. And the brand didn't like many of the tweets because consumers were pretty much saying whatever they want. Comments got snarky, even rude.
Here we go again ... what's a brand to do.
First of all, you have to know what you are getting into and be prepared for the inevitable snarky comments. They are going to happen, at least for now. It's becoming a part of the Twitter culture. Accept it, if you can, and embrace it. Nickelback did and it worked.
Secondly, don't ask these open ended questions that either really have no connection to the brand or are just asking for trouble. Disconnected questions allow the Twitter public to take it where ever they want. And if you have skeletons in your closet, they will indeed come out.
Thirdly, know your brand (who you are) and know your consumer (who they are) and connect together on ideas and conversations that matter to both of you. Conversations where you have something relevant to say and conversations where they will have fun contributing positively. And as I said, be prepared to respond to the negative too. But the more relevant, the less negative.
Marketing is a spectator sport ... let's learn from these brand experiences!
What's your experience? Jim.
President of Lippe Taylor
Author of The Experience Effect series
Professor at NYU
(Tweeting live during the SuperBowl advertising at #SBExp @JimJosephExp)
PS - My new book focused on small business is now available at amazon! The Experience Effect for Small Business. Check it out and share!