Tag Archives: User-generated content

Two-Time Taylor Trouble

Two-Time Taylor Trouble

As I’ve mentioned before in the Durex Condom Emergency campaign, contests that allow user generated content are very risky to run. This is also evident with a contest by America’s sweetheart, Taylor Swift. An online contest was held to send Taylor Swift to perform at the school in the US that received the most votes on 4Chan and Reddit. This strategy failed when the school that received the most votes was the Horace Mann School for the Deaf. The school was then removed from the contest due to the cruel prank, but was awarded $50,000 as a consolation prize, and all students were given tickets to her next show.
Poor Taylor’s bad luck didn’t end there. She held another contest earlier this year through a local Boston radio station, where the winner would get a chance meet the singer in person. This contest was hijacked when a 39-year-old man used the help of the 4Chan community to get him the most votes.
Here is one of the creepy posts:

The contest was then terminated as the radio station claimed the contest had been compromised.

Neither situation ended well for Taylor. I do think that Taylor handled the first contest well with the hefty donation to the school and free concert tickets. She did not bow down to the internet prank and resolved the situation in a respectful way. However, I’m not sure I agree with the way they handled the meet and greet. I don’t blame Taylor for not wanting to meet this guy in person (I wouldn’t want to either) but was it really necessary to terminate the whole contest? Why not just award the prize to the runner up who abides to the contest rules?

Do you think Taylor handled these situations well?
Thoughts?

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Would you Share a Coke?

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Coca-Cola has always been a leading company in evoking an emotional response from its customers, as we saw earlier this year from their Security Camera campaign.

In the UK, Coca-Cola is giving customers a chance to get a personal experience by printing people names on the Coke bottles. They chose 150 of the most popular names, and created bottles with the labels reading “Share a Coke with [Name]“. The purpose of the campaign is to encourage customers to connect with one another by seeking out and purchasing the names of their friends or family and “Share a Coke” with them. The campaign also had a Facebook application, where users could create and share a virtual Coke for their friends.

The results were huge. Within 3 months, Coca-Cola has seen its Facebook community grow by 3.5% and globally by 6.8%. The hashtag has also been used 29,000 times on Twitter.

In my opinion, I believe that the campaign is brilliant. It gives Coca-Cola a chance to get personal with their consumers and make them feel special. People will buy key chains, pencils, jewelry, and more products that are personalized with their name on it, so why not a Coke bottle too? Not only did they launch a campaign that would attract their core target market (ages 18-25), but it is attractive to people outside of that age group as well. It also connected the online world through user generated content to blow up on social media.

Would you be more inclined to buy a Coke if it was personalized with your name / friends name on it?
How about the people who’s names were excluded? Would they react negatively to the campaign?

Thoughts?

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