Examples of Web Branding Gone Awry?
March 19, 2007 1:57 PM Subscribe
Can you think of any examples of established companies seeking user-generated content and the results backfiring?
posted by jmprice to computers & internet (21 answers total) 14 users marked this as a favorite
I'm working on a presentation of best practices for PR firms who help companies sponsor and incorporate user-generated content into their branding. I'm looking for case studies where efforts backfired and how the company responded.
Things I might be interested in:
- Where a company starts a blog and commenters start to pick apart claims and embarrass the company;
- An ironic and satirical video rises to the top of a brand video contest;
- Enterprising individuals customized merchandise so that it makes a political statement.
I'm sure there's a lot more out there.
Can you provide me with some specific examples?
One's I'm considering right now:
- The media coverage of MoveOn.org's 2004 video ad contest where a submission that compared Bush to Hitler stole all the thunder out of the contest.
- When Nike started offering customized wording on shoes and they quickly banned individuals from using the word "sweatshop".