MARKETING AND SALES STRATEGIES

Anti-Starbucks filmmakers hijack Twitter marketing campaign

Posted by David Meerman Scott 02:33 AM on May 22, 2009

Simon Owens points us to a fascinating example of what can "go bad" on Twitter. The instant, always-on aspects of Twitter can make a well-organized "campaign" take off in an unintended direction.

Check out Simon's blog post Anti-Starbucks filmmakers hijack the coffee company’s own Twitter marketing campaign to learn how an anti-Starbucks filmmaking group hijacked the Starbucks hashtags developed for a multi-million dollar marketing campaign and forced the company to abandon the contest within hours after its launch.

A few things stand out for me:

With social media, people don't have to agree with your message when they talk about you.

It's fascinating how quickly a big Madison Avenue-style "campaign" can go wrong.

Starbucks seems to have reacted quickly to what was happening when they took down the contest.

What do you think?

David Meerman Scott

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