Tag Archives: Monopoly

A perfect World Cup tweet gone wrong

18 Jun

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I’ve decided that when Taylor Swift first sang the words ‘I knew you were trouble when you walked in’ she was talking about one of two things: 1D’s Harry Styles or the perils of social media.

Social media is a bear trap for brands and the latest honey to lure them in is the World Cup. Put simply, if a tweet misses the net the person behind the shot will end up paying the price.

Playing the hand you’re Delta
On Monday night Delta Airlines decided to keep its 690,000+ followers updated on the final score of the USA (2) vs Ghana (1) match with this tweet.

20140618-103129.jpgAn ignorant stereotype
On the outside this looks like a great tweet. It’s factual, engaging and makes the most of iconic photography.

Look a little closer and you’ll see that it was all going so well until the company decided that the photo that best defined Ghana was a giraffe.

Moments later, experts quickly pointed out that giraffes don’t live in Ghana (If you didn’t already know this go straight to jail. Do not pass go and do not collect £200.)

In fact, with a bit of digging the experts discovered that this stock image had Kenya written all over it. (Well, you know what I mean.) So, there’s no reason, or excuse, for the Delta team to have got this one wrong.

Not only does it make the brand look a little unworldly – believe me for a travel company that’s not the adjective you want to be associated with – but also a little uncaring.

Cue the apology
To right its wrong, Delta did the only thing it could do in this situation: issue a public apology.

But, I can only imagine that its community manager was trembling with fear because it added an unnecessary step to its sorry note. It made a typo by referring to its ‘precious’ tweet (opposed to previous).

20140618-114716.jpgI’ve previously said that if a link between a brand and an event isn’t obvious then they shouldn’t be wading into the conversation at all.

Global events, like the World Cup, are not only notoriously difficult to generate cut-through, but when brands do get noticed it’s often because a mistake’s been made.

Destroying the evidence
Not that you’d ever know Delta had been issued a yellow card. The offending image has disappeared from the timeline and the airline has spent the last day ‘doing a Sainsbury’s‘ by directly apologising to its critics.

Perhaps I’m not giving Delta enough credit. It may have been completely in control of this risky stunt. But, it’s not one that I’d ever recommend.

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Will Mayfair make it back on the Monopoly board?

15 Apr

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They say that you’ve got to evolve to keep up with the times and Hasbro’s classic board game, Monopoly, is doing just that to stay current.

Earlier this year, the iron was kicked out of the game and replaced with a cat after Facebook fans voted it in with almost a third of the vote.

And back in 2011, the board game was updated with all new properties to reflect the most expensive areas in London. As a result, purple Mayfair was booted out and Kensington set up shop. After all, the Duke and Duchess of Cambridge were due to move into the neighbourhood.

But today Mayfair-based hotel Flemings decided to snub the royal residents by launching a campaign to get ‘Mayfair back in the game’.

The launch was marked by a symbolic boot outside the hotel as four Uncle Pennybags (aka Mr Monopoly) encouraged residents and game fanatics to sign a petition to get Mayfair back on the board.

This is a great PR stunt not only for the hotel, but also for the surrounding local businesses backing the campaign. On the one hand, it’s a shame that the news hook is almost two years out of date. But the fact that no one else has challenged Monopoly in all this time makes it right that Flemings should pass ‘go’ and collect some PR points for such a fun campaign.

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