One thing I absolutely detest is bull—-, my feelings are kind of relevant because obviously the same sentiment is held by a large portion of people.
Recently in my course covering IMC, we talked about integrating viral content into an IMC plan. I don’t think this is a great idea, because IMC’s are all about synergising media strategy to achieve the campaign objectives and viral content is something that is very unpredictable and unreliable.
Anyway I wanted to talk about a failure by Witchery Men’s that fall into the Homemade Failure of the Kaplan and Haenlein initiator outcome matrix. The brand tried to generate awareness and improve attitudes for their menswear branch. They did this via a poorly acted (another pet peeve of mine) video posted online, they then PR’d it featuring on morning shows and things that the target audience (,women who buy their male partners clothing,) consume.
The swindle went of for a couple of weeks, with people getting involved, trying to help this young woman find some guy who left their “beautiful” “silk lined” “beautiful stripped interior”’d jacket at a cafe. Eventually the truth surfaced and Witchery had to apologise and then deleted all the content on the channel they created to play with peoples emotions to promote awareness of their brand.
A lesson to be learned from this and creating viral content would be that honesty is the best policy. I’m totally okay with large corporations playing with emotive responses from people, as long as their honest with the content they use to do this.
What are your feelings towards brands that lie to people?
Do you have any examples of brands lying to people?