As it’s almost the end of 2019, I’ve decided to have a look at the most notable events in branding and marketing and create my personal top three list for 1) the lost opportunities and 2) best exploited opportunities.
Today let us cheer for the lost opportunities. First place goes to Smirnoff Vodka, who erected a billboard poking fun at the technical issues of Lime e-scooters. The cheeky billboard appeared in central Auckland just the next day after the scooters were temporarily banned by Auckland city council. It was a quick, well-thought out and planned reaction that, unfortunately, was not exploited any further. I was patiently waiting for a sequel on social media – but this did not happen. All Smirnoff Vodka managed to get is average coverage in the local media. The company fell short of using IMCs.
Second place belongs to Fly Buys, who mistakenly sold a $2000 Apple iPhone 11 at $140. Fly Buys said it would refund all customers who snapped up the bargain…Clearly consumer-brand relationships totally slipped their mind. Looking at responses, they definitely should have honoured the deal instead of offering a refund. The company fell short of consumer relationships.
In third place is Starbucks’ unwittingly anachronistic coffee cup on “Game of Thrones”. Even though experts say Starbucks has earned millions in free publicity because the social media community wouldn’t stop talking about it, the company, surprisingly, didn’t take full advantage of the event. Their response was very quiet, and hardly noticeable. I would have expected Starbucks to play a better role in the “after show” party. The company fell short of UGC, ambush marketing, and cross-promotion.
Seems like these companies have been taking pointers from Abe Weissman (The Marvelous Mrs. Maisel), who said: “Just because there is a door does not mean you use it.” What’s your list? What’s your take on it?