Another campaign gone wrong: Durex SOS Condoms.
In a recent attempt to increase Durex’s social media presence, the company launched an app on the App store. The app asked Facebook users which city they believe should get Durex SOS Condoms, a rush service which delivers condoms to those in need. Durex even promises to deliver it in a “discrete” and professional way.
The campaign went faulty when Durex failed to give the voters a predetermined list of cities to choose from. Instead, they let voters choose themselves, causing the leading “city” with the most votes to be “Batman.”
Although some people found the prank funny, others were upset. Durex accepted the fact that the campaign had been hijacked, and decided that the best decision was to close it down and move on.
In my opinion, Durex could have easily avoided this issue. They should have expected that launching a campaign with user generated content requires strong monitoring. They could have continued with the campaign, choosing the next best response that was a legit city. Better yet, a predetermined list of cities that the users could select from would have avoided this issue completely.
Do you think Durex handled the situation well? Was shutting down the campaign the best strategic decision?
Do you think the app would have been a success? Or do you think Durex was promising too much?