Wednesday, December 5, 2012

All things in moderation, including social media

I'm starting to think that marketers by nature are not a very smart breed.

A few days ago Cheerios activated a new app on their Facebook page that they hoped would encourage fans of the brand create cute little paeans to their favorite breakfast cereal in the brand's typeface on its iconic yellow background using the actual product as the dot on the i or a period at the end of a phrase.

Instead messages like this began appearing on their wall.




Oops.

After spending over a million dollars to help defeat the California food labeling initiative that would have mandated food processors disclose GMO ingredients in their products, the folks at General Mills and Cheerios should have seen this coming.

I've said it before and I'll say it again; it's okay to moderate and approve comments and posts on your Facebook page, You Tube channel or other social media property. After all, it's your space. Unfortunately the marketing team at Cheerios had to learn this lesson the hard way.

Instead of a wall full of cute little love notes, they're now dealing with a...


Thanks to Lin & Lori Wilson from the amazing information design firm Funnel Incorporated for the tip on this one.

1 comment:

  1. Perhaps these are the same marketers who created the chevy tahoe launch (with the interactive "make your own commercial") faceplant.

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