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I am just amazed by the number of companies who completely ignore the power of social media to disrupt marketing campaigns. Take the Winter Games, which opens on Friday, as a case in point.
With the Sochi Olympics marred by the anti-gay laws in Russia, McDonald's, Coca-Cola, Visa, Procter & Gamble and other big advertisers are being pilloried by gay rights activists for sponsoring the games. In a textbook social media maneuver the activists have hijacked the Olympics marketing with a well-orchestrated campaign.Reference: For Coke And McDonald's, Ignoring The Power Of Social Media To Disrupt Means No Medals In Sochi.
I think marketing consultant Avi Dan overstates the point about "completely ignore." Still, sponsors do have a dilemma: How to cheer Olympic athletes, advance their brands, and appease advocacy groups?
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ReplyDeleteSuch an interesting discussion point to bring up. It definitely is a challenge. I run a nonprofit and we are kind of always caught in the middle of who do we support. We are limited with our political abilities but we have strong views on social issues. It is never an easy task to make everyone happy all the time.
ReplyDeleteJane Osborne @ Customer Finder Marketing
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