So another brand does a blunder on social media. It’s not a new thing anymore but still helps to generate a buzz on the online space because we all love to find and point out other’s mistakes! For those who missed this action on twitter here is the summary of what happened.
An abusive tweet was tweeted from Star Sports India’s twitter handle at around 6PM on 5th Nov 2013. The official account has around 142k followers.
It was quickly deleted but within minutes there were 100+ retweets and many favorites too. It was too late to delete as many happened to take screen shots and it was already viral under the hashtags #betichod #starsports. Then instead of accepting the mistake they tweeted that they were testing ‘an app’. Well the whole online community is still searching for this so called app which can tweet like this!
Then by around 10pm they shared three tweets which not only accepted that a mistake has been done from the brand’s Twitter account but also promised to take necessary action.
These social media blunders and their subsequent apologies have become very common these days. This made me to think that why this can’t be a part of a strategy. I got my answers in the next day newspapers where full page ads of new star sports channels where flaunting in all leading dailies. The Star Sports ‘believe’ campaign is also running right now on Facebook and on TV.
So a brand decides to launch a print campaign and to initiate the buzz it takes the help of social media by committing an intended blunder and later apologizing for it. Next day when the print & TV campaigns started it actually would have grabbed more eyeballs. Hence a clear execution of integrating marketing communications where all mediums were strategically used together to generate the buzz. A strategy to use all mediums can be tricky as different rules are followed in each medium. Using social media which is extremely cost effective to catalyze a paid campaign in other mediums is an interesting attempt which I feel will be adopted by other brands too in coming days.
Not all blunders are by mistake they can be intentional too!
Author: Jibin C. Joseph
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