Nestlé's corporate online presence fails to quell consumer negativity
by Andy Pilkington on 10th April 2012
Nestlé show that corporations with large brand portfolios can struggle to establish a brand presence of their own online and may well be the target for protest and negativity.
Tweeters ridicule AmEx’s “self-serving” charity campaign by hijacking its hashtag
by Rachel Ditchburn on 14th September 2011
AmEx’s new ‘Be Inspired’ charity campaign shows that distrust in the integrity of a campaign can quickly spread amongst the Twitter community and cause it to backfire.
Burberry reacts quickly to salvage Facebook fragrance giveaway
by Charles Allison on 24th August 2011
Burberry's Facebook giveaway highlights the dangers faced by brands if their social media campaigns encounter technical difficulties, but suggests that swift action can minimise negative reaction
Microsoft’s “petty” attack ad backfires
by Tom Hannah on 3rd August 2011
An attack ad intended to promote Microsoft’s Office 365 email service and reveal the weaknesses of Gmail resulted instead in consumers branding Microsoft as “petty” and largely ignoring the merits of Office 365 which demonstrates the drawbacks of negative campaigns to marketers.
T-Mobile Facebook discount shows that even in social media, angry consumers talk the loudest
by Lawrie Doran on 13th July 2011
T-Mobile’s offer of a discount coupon to its Facebook fans provokes those with complaints to air their grievances about the brand. This leads negative responses to outweigh praise of the offer, showing brands the danger of disgruntled customers shouting down praise on social networking sites.
Wave: social media quarterly- how brands can keep up with consumers’ needs and interests
by Tom Hannah on 7th July 2011
WaveMetrix analysis of social media trends in Q2 2011 shows how brands can keep up with consumer interests and needs in the ever evolving digital space.
YouTube India’s free movies fight online piracy and explore new ground for digital marketers
by Lawrie Doran on 16th June 2011
With their Bollywood Box Office channel, YouTube explore the potential for free ad-supported movies to diminish the impact of online piracy and provide a good platform for marketers. The high value of the content on Box Office drives consumer praise and avoids provoking negative buzz around advertising.
Technical issues turn PlayStation’s apology for hacking into a forum for brand complaints
by Lawrie Doran on 9th June 2011
Sony PlayStation’s ‘Welcome Back’ initiative shows brands that any giveaway designed to appease disgruntled users must be free from faults, or it will act as a flashpoint for consumers to vent frustration at the brand and its products, damaging brand image.
Sign up for a weekly round-up of Wave:
Top stories
1
2
3
4
5
