Motrin teaches us the good and the bad side of Viral
Posted by Manuela Barreto @ November 18th, 2008 in Viral Marketing
Let the Motrin ad backlash be a lesson to those who think ‘viral’ is always a good thing.
Viral equals a positive message. There can be good viral campaigns and bad viral campaigns. The reputation crisis which detonated this past weekend which was witnessed by just about every single mom-blogger existent in the blogosphere gives us the bad version of it.
For those of you who happened to be away from your computers, here’s a quick sum up. The McNeil Consumer Healthcare, a division of J&J, launched an offline/online campaign sending what was obviously, the wrong message to current and future moms.
The advice to moms: “take Motrin to ease the agonizing pain caused from carrying your (innocent and beautiful) baby on your back all the time”
The reply from moms- 48 hrs. after campaign was put online: “How dare you, Motrin!”
Within hours both Twitter and YouTube were flooded with anti-Motrin remarks and anti-Motrin videos. Every single mom in the blogoshere made sure her voice was heard by the people back in McNeil Consumer Healthcare. Take a look at how the online reputation crisis for Motrin was like over the weekend:
Motrin eventually pulled the ad and offered their sincere apologies, as still displayed on the Motrin site.
The Motrin case serves as more than valuable evidence that social networks have an immeasurable potential and really do work. As a colleague of mine says, social media really brings ‘power to the people-we better think twice before publishing any kind of message up on the Web’.
Most importantly, companies today should have a very clear idea who their messages are intended for and know exactly what their target audience is and not just assume that ‘moms feel pain from wearing their babies’.
Last 5 posts in Viral Marketing
- Facebook Connect to create personal brand experience - April 12th, 2010
- Another Facebook twitterization, the "via" feature - January 19th, 2010
- Future whereabouts of viral video, mobile and online display advertising - January 5th, 2010
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Comments
Viral marketing: panacea and pain : MediaVision Blog : Search Engine Marketing
November 16th, 2009
[...] ask Motrin, pain management specialists. In 2008, Motrin launched a print and video viral campaign that, I assume, was supposed to be a tongue-in-cheek solution for the headaches and back pain that [...]