Thousands of angry Back to the Future fans took to social media to express their frustration at the late cancellation of Secret Cinema‘s launch event this evening – and who can blame them?
It’s a serious PR fail which was always going to end badly. Yes, the organisers have said sorry and used social media to disseminate the message to attendees quickly. But, unlike Sainsbury’s, Coca-Cola and Costco (brands which made epic mistakes but used social media to their advantage to make amends), Secret Cinema just let the cat drop out of the bag.
What’s your problem?
Secret Cinema apologised, but I think it should’ve given a little more information away as to why so many people’s nights were ruined.
*Health and safety issues?
My point is if you’re not transparent about why you’re making these decisions, then people will just start speculating. And that speculation will be plastered across Twitter and Facebook. Oh, and in this case, the national news.
There’s no nice way to say this, but…
Secret Cinema’s news broke on social media and, after just a few moments, went viral. Although, I’m still questioning why 26 people opted to ‘like’ the Facebook post.
What I also don’t understand is why the organisers ran the risk of involving its 201,000 fans in an issue that only affected a small percentage?
Ok, I may be contradicting my point about transparency. But, in the first instance, if it affected me (and they’ve got a week to sort themselves out before I get down there) I would’ve appreciated a personalised e-newsletter or text message breaking the news, rather than running the risk of finding out through my friends.
Ok, if negative press is going to get out, a brand can do little to stop it. But, this could’ve ring-fenced the problem for a short while – if Secret Cinema had the resources to pop down contact details encouraging people to call them with questions (rather than posting on social media.)
Actions speak louder than words
One thing’s for sure, Secret Cinema cannot afford for this problem to continue looming this time tomorrow. With a second round of ticket holders already panicking that they might not even make it to Hill Valley, my recommendation would be for organisers to shift from apologies to olive branches and start making amends sooner rather than later.
I was always expecting big things, but I’m expecting professionalism from Secret Cinema more than ever now.
Watch this space.