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Ganz oder gar nicht!

 

David Eicher von Brainwash ärgert sich momentan über Henkel USA. In einer aktuellen Kampagne, in der ein Hautpflegeprodukt viral beworben werden soll, lädt Henkel auf einer Microsite dazu ein seinen eigenen User-Generated-Content in Form eines Portraits einzubringen. Wurde das Bild auf die Seite hochgeladen, kann man seinen Gemütszustand angeben, der dann eine passende Animation im Portrait auslöst.
Für die virale Verbreitung kann unter anderem ein „Embedded-Link“ genutzt werden, der es ermöglicht das animierte Bild auf dem eigenen Blog einzubetten.
So weit so gut.
Bis zu dem Zeitpunkt, in dem Henkel einfach den Inhalt des Links austauscht und man plötzlich fremde Inhalte auf seiner eigenen Seite wieder findet.
So geschehen bei David, weil sein Bild eine entstellte Fratze und keine Beauty Queen darstellte.
Unverschämtheit!
Liebe Henkel Leute, wenn Ihr Euch auf so was einlasst und dem User solche Möglichkeiten gebt, dann solltet Ihr auch den Content erlauben, den der User für richtig hält, auch wenn er womöglich nicht in Euer Beauty-Schema passt. Ganz oder gar nicht, sonst passiert genau sowas hier…
Henkel hat es leider noch nicht verstanden. Bin mal gespannt, welche Überlebenschance mein „Wir sind Ballack“ Bild hat von der WM’06 hat 😉

tonescare-bild.jpg tonescare-bild.jpg
Auf der linken Seite der Embedded Link von Henkel USA. Rechts das Orginal.

UPDATE: Nach einigen Tagen nervt der Jingle des Embedded Link ein wenig. Daher ist das linke Bild jetzt ein Permanent Link, der Euch direkt auf die Henkel Seite bringt.

tags » , &
 
gepostet von » am 11.05.2007
 
 

3 Reaktionen zu “Ganz oder gar nicht!”

  1. maba
    Am 11. Mai 2007 um 15:26 Uhr

    finde ich auch eine unverschämtheit! dem user sollte definitiv der content erlaubt werden, den er für richtig hält!!!

    gruß
    maba

  2. Tom Irgel
    Am 16. Mai 2007 um 13:53 Uhr

    Warum diese verdammten Unternehmen immer alles kontrollieren wollen. Auf der einen Seite „lasst uns mal was Neues machen“, aber immer schön den Finger drauf halten. Sorry Onkel Henkel, so funzt VM leider net!

  3. ViralMarketing » Das Marketing das von Konsumenten ausgeht
    Am 27. Januar 2008 um 14:24 Uhr

    […] Wenn man WOM-Marketing als das Marketing sieht, das vom Konsumenten ausgeht, dann hat AXE Japan einen ganz guten Job gemacht. In einer neuen Werbekampagne werden Menschen auf der Microsite Axe Laser dazu aufgerufen, Fotos oder Videos einzusenden mit denen Sie den “AXE-Effekt” interpretieren. Alle hochgeladenen Bilder und Clips werden gesammelt, bewertet und prämiert. Der Gewinner erhält 1.000.000 Jen (rund 6.000 €). Da ich die Seite ausschließlich auf japanisch finden konnte, verlasse ich mich dabei auf die Quellen vom e-commerce-blog und handelskraft. Wichtig finde ich bei solchen Aktionen nur, dass alle Interpretationen veröffentlicht werden und nicht vorher gefiltert oder verändert werden, sonst wird eine gute Werbeidee schnell zur Krisen PR Tags: Kampagne, Marketing, Werbung & wom  Trackback […]

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