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Wie user generated advertising nicht funktioniert…

 

…sieht man dieser Tage auf YouTube. Der Hersteller von Malibu Rum, Pernod Ricard, hatte Anfang Mai zu einem User Generated Advertising Contest aufgerufen. Beworben werden sollte eine neue Bananen Rum Sorte und zu gewinnen gabs 25,000 $, bzw. auf Wunsch auch eine Bananen Plantage in den Tropen.

Die Malibu Leute gaben an, dass die Gewinner nicht nur von Ihnen, sondern auch von der YouTube Gemeinde gewählt und am 30. Juni verkündet werden sollten. Tatsächlich wurde der Gewinner aber schon am Montag bekannt gegeben, ohne dass die Finalisten vorher namentlich erwähnt wurden.

Schnell kamen Verschwörungstheorien und Betrugsvorwürfe auf, die für die Marke dann doch nicht mehr so tolle Mundpropaganda generieren.

Da ist er wieder! Der Appell nach Transparenz und Ehrlichkeit, auf den mich auch Patrick neulich hingewiesen hat. Bei Missachtung dieser Forderung können die besten Ideen schnell zum schlimmsten PR Desaster werden!

Der Gewinner Clip:

Via Cherryflava und NYT

tags » , , &
 
gepostet von » am 27.06.2007
 
 

2 Reaktionen zu “Wie user generated advertising nicht funktioniert…”

  1. styropor.digital » Blog Archive » User Generated Advertising mit einigen Mängeln…
    Am 28. Juni 2007 um 14:08 Uhr

    […] Ui, da ist der Schuss nach hinten losgegangen. Oder zumindest ein wenig. [Quelle: NYT, via cherryflava.com und viralmarketing.de] Der Hersteller von Malibu Rum, Pernod Ricard, hatte Anfang Mai zu einem User Generated Advertising Contest aufgerufen. Um am Wettbewerb  teilzunehmen, sollten die User einen selbst produzierten Spot einreichen. Beworben werden sollte eine neue Bananen Rum Sorte. Der Gewinn: 25,000 $ – oder auf Wunsch auch eine Bananenplantage … Die YouTube-Community sollte den Gewinner bestimmen. Nur… Dann ist wohl was schief gelaufen: The Malibu brand, owned by Pernod Ricard, stated that it would consider the votes of YouTube users when it selected the winner. Malibu also said the actor Efren Ramirez of “Napoleon Dynamite” would help judge. The winner would be announced, the company said, by June 30. […]

  2. xeit » Blog Archive » User Generated Advertising mit einigen Mängeln…
    Am 30. März 2009 um 17:35 Uhr

    […] Ui, da ist der Schuss nach hinten losgegangen. Oder zumindest ein wenig. [Quelle: NYT, via cherryflava.com und viralmarketing.de] […]

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