Sunday, November 23, 2008

Twitter as anti-ad platform

Motrin knows their customers - people with pain. And they know their subgroups, like baby-toting-moms. What they don't know, apparently, is how to advertise to them. Motrin had an ad campaign targeting moms who carried babies in slings or baby backpacks (why not dads too?!). But they blew it in their text, sounding like moms carry their babies as fashion statements, with first-person statements in their ads like it "Waring your baby is in fashion... [it] totally makes me look like an official mom". Consumers hated it, and Twitter gave them an outlet. In fact, there were so many rants against the Motrin ad machine on Twitter that Motrin halted the campaign.

While I would say Motrin blew it, I must applaud them for listening to their consumers, and keeping their ears on the social media machine. A bad campaign perhaps, but not a total loss. Three cheers for Twitter, and at least one for Motrin.

No comments: