Tag Archives: approval

Aflac duck ruffles feathers after riding the subway

25 Sep

Ey up duck! I’ve got to hand it to Aflac for using a duck to promote its insurance business by letting it do its thing in New York, including riding the subway.

The Aflac duck has been part of the company’s brand identity since 1999, after an advertising executive walking around Central Park muttering the business name realised it sounded a lot like a duck’s ‘quack’. After that, the Aflac duck became the star of TV adverts, but never before has the brand used a live one to promote the business.

And it might not get the chance again after the news of a duck on the loose ruffled feathers. MTA spokesperson Adam Lisberg stressed that ‘ducks don’t belong on the subway… especially waddling through stations’, obviously.

I do like a rebel stunt and the fact that a risk averse insurance client signed this off is simply brilliant. Live animals spotted in unusual settings will always get tongues wagging, and Aflac’s achieved just that with the New York Post and the Huffington Post having its say.

So the stunt’s paid off and no cringe-worthy branding was needed because the duck has so much history with the company. But I doubt they’ll be able to smuggle a duck on the subway again. Adam’s got his beady eye Aflac now. But, what’s a duck meant to do?

According to PR Week, he’d come straight from a recording session with N Sync’s Lance Bass and Joey Fatone.

Good PR by Aflac or has it just been spun a tale by the quack doctors?

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More brands suffer at the hands of social media

11 Sep

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First there were hurricanes, and shootings. Then there was horsemeat and a Royal baby. What have these events got in common? They’ve all prompted (foolish) companies to jump on the bandwagon to promote their brands. But, more often than not, the PR and marketing team’s rushed efforts lead to a grovelling apology after a consumer backlash.

Let me explain.

Today, the world remembers the innocent victims from the tragic 9/11 event in New York. And, like clockwork, brands have used the 12-year anniversary for self gain. Unfortunately, it’s all too transparent and US site Fast Company has created a round-up of the worst social media stunts. Take a look – it’s really interesting.

Telecommunications company AT&T shamelessly featured the new Blackberry in its commemorative corporate tweet – which went down like a lead balloon despite the brand realising its rookie mistake and deleting from its Twitter and Facebook accounts.

That’s not all.

Marriott Hotels – which has a unique connection with 9/11 in the sense that one of its branches sat at the foot of the Twin Towers and collapsed with it on the day – tweeted an image of a plate of pastries and a sign reading that it was giving them away between 8.45am and 9.15am. People lost their lives. So, needless to say that pastries aren’t really a consolation prize to shout about.

First of all, social media managers / interns / robots that are running the game must sense check with the wider marketing teams and get key messages signed off. That way if the update blows – you’re all idiots.

Secondly, an event like this shouldn’t even be viewed as a commercial opportunity. Yes, if done in the right way, it can curry favour with consumers. But, brands shouldn’t make light of 9/11 in anyway. Ok, a #neverforget hash tag can put your tweet in the centre of the online community, but images? Risky. What picture can possibly connect with thousands of people directly associated with the event, and the millions more who were touched by it. As we’ve seen, brands can be on top of the world one minute and at the bottom the next. And clicking delete doesn’t mean a thing once it’s been seen.

Brands must keep it simple. Nappy company Huggies is a good example of this by remembering the victims and the brave people who risked their lives to save others. But, even then, you’re left thinking ‘why are you getting involved?’

So, lastly, unless your brand has a direct association with the event in question and you have something that will add value to ‘the’ online conversation, say nothing at all.

Silence is golden in situations like this. Agree?

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It’s been a bad week for tweets

8 Apr

Remember that silly tweet you posted? It was so unlike you. That ‘blame it on the heat of the moment’ tweet? It’s going to get you in trouble. Why? Because it’s been a bad week for tweets and it’s only going to get worse:

First, Paris Brown, a 17-year old Youth Police Commissioner for Kent, is getting slammed for tweets she posted three years ago (and deleted this week) that celebrate drink, drugs and rock and roll – all illegal at her age. But, like many before her, she’s standing her ground and refusing to leave her £15,000 role which sees her bridge the gap between young people and the police.

Paris’ former Twitter profile – @vilulabelle – played home to a range of ill-fitting updates for someone of her position, which causes me to wonder if she’s on the right career path. That’s if the police is still home to institutional ‘isms’? But that’s another matter.

The moral of this story is, Twitter doesn’t define your past, but if your digital footprint isn’t clean, it might impact your future.

I’ve said it before – we need to place more emphasis on online security and etiquette. If we can hire people to tidy away our social media profiles and passwords when we pass away, why aren’t we teaching young people to clear up their act now?

We could start with the hundreds of people who are celebrating the poor death of the UK’s first female Prime Minister Baroness Margaret Thatcher. So, much so, Lord Alan Sugar has come out of his office to dub them ‘scum’.

After passing away yesterday morning from a stroke, it prompted lots of people to ‘have their say’ including one Oddbins Crouch End employee.

Someone did enough damage in 140-characters to get themselves suspended for encouraging consumers to celebrate the news with money off champagne. Not out of the ordinary for a wine shop, but enough to cause offence.

Now deleted, Oddbins’ management apologised for its poor taste and timing, and has speedily announced its got a disciplinary meeting date in the diary, with the person in question, to have words.

The moral of this story is to pull scheduled tweets during big breaking news stories and get approval on all updates plugging the gap.

So, be careful what you say. A little birdie might just show you for what you really are

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