You win some, you lose some as the saying goes. Here are our top PR #wins and #sins of the beautiful year that was 2012.
A bit more experiential marketing than PR, but still awesome nonetheless. If fans/the whole world weren’t excited enough for the newest James Bond film, Skyfall, Coca-Cola went and created a Bond-like obstacle course for unassuming members of the public. Not only was this a great campaign that created (we can only imagine) amazing word-of-mouth buzz from the participants, but it was also screened as a commercial in movie theatres, furthering the hype. Living out a secret agent fantasy? Check. Well played, Coke.
The McDonald’s advertising/PR campaign ‘Our food.Your questions.’ was a smart way to address all the negative press surrounding Micky Dee’s food sourcing and ingredients. Instead of a campaign where the company created and answered its own questions, McDonald’s crowd-sourced the questions, a move we’re seeing more and more often. The questions range from “Why do people on blogs say there is [sic] eyeballs in your chicken nuggets?” to “How do you make your special sauce for the Big Mac?”. Whether you believe the answers or not is a different question, but it has created the type of public goodwill the brand needed after this.
can’t stress how important it is to be extra conscious of what you’re tweeting.
Save your own account for the personal, I-hate-my-boyfriend tweets. Case in point, the person who tweeted from
mega-cool brand KitchenAid’s account “Obama gma even knew it was going to be
bad! She died 3 days b4 he became president #nbcpolitics”. Yikes. First, it’s in extremely poor taste to tweet about
someone’s recently-deceased relative. Second, you shouldn’t be tweeting your own opinions from someone else’s (corporate) Twitter account, especially one that has over 30,000 followers. KitchenAid’s Cynthia Soledad stepped up immediately and assumed responsibility with the below tweets. Definitely the right thing to do in a sticky situation.
stand in containers of lettuce b) take a picture of himself standing in said
lettuce and c) post the picture to social media. YOU’RE GOING TO GET CAUGHT. And
that’s really gross. Three employees were fired but it’s safe to say we’ll be
staying away from Burger King for a while.
anti-gay marriage comments (in the public sphere, no less) which led to the
realization that Chick-fil-A’s charity, WinShape Foundation, had donated
millions to political organizations opposing LGBT rights. Not cool. Activists
began to boycott the chain, the mayors of Boston and Chicago blocked the
chain from opening any new stores in their cities and San Francisco mayor Edwin M.
Lee made his opinions clear by telling the chain not to come any closer than their current location 40 miles away. The company has apparently now “ceased donating to organizations that promote discrimination, specifically against LGBT civil rights“, but it’s unclear whether this is true.
lost their homes, all of their belongings and memories. This is why you
probably shouldn’t exploit a natural disaster and have an online sale. Really? Let’s be real here, as Brian Clark tweeted, “An American Apparel
Hurricane Sandy Sale? Which 22-year-old genius intern came up with this one?”.