https://awario.com/blog/7-epic-social-media-marketing-fails-not-become-next-one/
#WalkersWave
http://www.dailymail.co.uk/femail/food/article-4542086/Walkers-social-media-stunt-spectacularly-backfires.html
https://www.marketingweek.com/2017/05/25/walkers-crisps-personalisation-campaign-backfires/
#NameAHorseRace
https://twitter.com/hashtag/nameahorserace
http://www.news.com.au/sport/superracing/william-hill-nameahorserace-campaign-backfires-spectacularly-but-no-one-cares-because-theyre-all-out-to-lunch/news-story/7ceb51431408d92dd02122a72a7943b6
'So, as a company in the industry, now is a time more than ever where you need to monitor your every move, stopping and thinking, “Wait a second, could this offend anyone?”. This is something that William Hill, the British betting company should have done before embarking down the road of one of Australia’s biggest social media ‘fails’ to date.'
'In March 2015, William Hill launched their ill-fated social media campaign #NameAHorseRace, encouraging not only their customers but the whole of twitter to engage with them by, as the hashtag suggests, having a horserace named after them. “If you are going to ask an audience to take an action, think through all of the logistics of that action and put processes and collateral in place,” (Cassidy, 2017) – incase the campaign goes into crisis or becomes highjacked, which is exactly what happened to WH. Although the campaign was likely aimed at their customers and fans of horse racing, William Hill obviously didn’t take into account the 328 million active users of twitter (Statista, 2017) that may have opposing views on the moral integrity of their business. The Australian Health and Social Sciences Survey in 2012 revealed that “only 12.5 per cent (of Australians) express positive views of gambling” (Donaldson, Rockloff, Browne, Sorenson, Langham, Li, 2015), this suggests that animal cruelty advocates aside, WH were already on the back foot. Twitter users jumped at the opportunity to tear apart the campaign engaging with the company, but not how they had hoped. Read the fiery replies here:
'You need to be careful using those platforms if you’re in a business that is controversial, such as alcohol or gambling, something where a social message can be hijacked.” (Robb, 2015) This is exactly what happened, with the obvious factors that contributed to this social media ‘fail’ mentioned above – gambling’s controversial and well documented links to animal abuse and other socioeconomic issues. But behind the scenes, what PR and marketing tactics really caused this spiral of bad publicity?'
'Although their intent to communicate and increase engagement was valid, a lapse in planning and thought was evident. Once the campaign is launched, it is also important to have framework in place to respond to and manage negative responses, and in some situations, crisis. Directors of marketing and public relations agency Belles and Whistles, Janey Paton and Michelle Rovere, have said that organizations must have “Key messages prepared and clearly set out the rules and regulations of a competition, if you are committed to having a social media presence, it is important that you have processes in place to manage that properly, 24/7.”
' As mentioned above, I think using a platform such as Facebook or Instagram is a much safer option to run competitions and communicate the audience. Instagram is a great option for one-way communication, which makes it a very effective tool for reaching new markets through competition, minimizing the risk of hashtag hijacking – perfect for a company of controversial nature like WH. Facebook allows two-way communication, yet has the capability to monitor and keep ‘trolls’ at bay. For example, the use of a moderation blocklist can sort potential negative feedback as spam, as per below:'
'Perhaps this situation, the reactions gathered and the sheer mass of the response can be used to emphasize the concern that society obviously has with not only gambling, but the cruelty associated with animal racing. It can often be hard for social issues to be voiced, but even harder for them to be heard by those who matter. This is where social media has real potential to give voice back to the people. Maybe one day this campaign fail, and data from other outcries can be used to make a difference where it matters. Maybe one day we really will have a societal media.'
Cassidy, E. (2017) KCB206 Social Media Self and Society Lectorial 8. Retrieved 29th May 2017
Robb, K. (2015, March 5). #NameAHorseRace gallops away from William Hill as Twitter users hijack campaign. Retrieved June 1, 2017, from http://www.smartcompany.com.au/marketing/social-media/nameahorserace-campaign-gallops-away-from-william-hill-as-twitter-users-hijack-campaign/
https://kcb2062017casestudyhb.wordpress.com/2017/06/02/kcb206-digital-strategy-critique-nameahorserace/
'While the Melbourne Cup may be the event that stops the nation, horse racing is still a highly controversial activity. This is something that William Hill (owner of Tom Waterhouse and SportingBet) discovered after they asked Twitter users to come up with a clever and creative name for the Easter Monday race.'
https://croud.com/blog/content-1/top-5-australian-social-media-fails-2015so-far/
#SusanAlbumParty
1. #McDStories: Back in January, McDonald's #McDoStories hashtag backfired when instead of offering "good news stories" about the fast-food chain, users began flooding the tag with claims of fingernails in burgers and other nasties.
2. #WaitroseReasons: When the supermarket asked shoppers to complete the sentence: "I shop at Waitrose because …" using the hashtag #WaitroseReasons in September, it perhaps should have expected the subsequent tirade of jokes about the brand's posh image – though many have said the way Waitrose responded turned the campaign from disaster to success.
3. #QantasLuxury: Airline Qantas won the accolade of PR disaster of the year at the end of 2011 after opening up their promotional hashtag #QantasLuxury at a time when thousands of passengers were stranded overseas.
4. #MadeMeSmile: Vodafone was left bemused when Twitter users redeployed the PR #mademesmile tag to publish tax avoidance allegations direct to the company's website. Hey everyone @vodafoneuk are giving away prizes for the best tweets with hashtag #makesmesmile. Anyone have any good ones? — UK Uncut (@UKuncut) December 12, 2010
5. #AskStevieG: The hashtag designed by Adidas staff probably should have predicted the types of questions Twitter users would post to the Liverpool footballer – the social media equivalent of scoring an own goal.
https://www.theguardian.com/technology/shortcuts/2012/nov/22/twitter-susan-boyle-susanalbumparty
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