10 February 2012
Sure everyone's aware of the Snickers story doing the
rounds at the mo. But just in case here's the gist: Snickers 'hack'
a celeb's Twitter profile posting Tweets that appear to be
incongruous with that user's house style.
Jordan, for example, Tweeted that Chinese leaders are likely to
loosen monetary policy to stimulate growth. A few other
surprisingly fiscally-minded Tweets followed, before a Twitpic
popped up with said celeb holding a Snickers with the tagline
'you're not you when you're hungry'.
The bit that's confusing me is why this campaign is being
positioned as a fail or backfire by some in the digital media. One
(fairly spurious) reason being that it's insulting to Jordan. Well,
I'm sure she's dead pleased that the digital media is mobilising to
support her - but she shouldn't be surprised - such has been the
unflinching nature of their support for her and her work in recent
years. Further, if Jordan is in on the joke then why is it a
problem? Surely they're not concerned that Jordan is... *gasp*
...being manipulated at the hands of Snickers? Poor, naive, non
media-savvy individual that she is.
Anyway, let's be real; Jordan doesn't generally tweet about the
fiscal policies of the world's super powers, and that doesn't
necessarily make her stupid. Which is the point of the joke.
It seems to me that this is more about a 'Fail' story being more
interesting than a success story, than it is about providing a
genuine insight on a brand campaign. I have noticed this more and
more in the digital media recently, this desire to chase the fail,
over-analysing campaigns to urgently seek out the most negative
stance. I understand that analysis is what they do, but let's not
forget that the average consumer won't be arsed to dig that deep
(and who can blame them?).
Snickers should be applauded for doing something a bit
different, and for successfully causing buzz about their brand -
something which is mentioned in an irony free manner by many of the
articles I have read. Moreover, as far as I can see, the only real
negative buzz is that which has been created by the media.
Maybe it's an overly personal viewpoint, but I just don't like
brands that have stuck their necks out being run down in the media
for doing so. Let's save that for agencies that send dead goldfish
to the media or whatever.
NB: As far as Octopus is concerned you won't be seeing our
Twitter handle posting or RTing any 'Fail' stories
PR, , Social media, PR Fail, #Fail, Snickers, Jordan, Katie Price | 1 comment
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