Charles Allison's recent articles
Burberry reacts quickly to salvage Facebook fragrance giveaway
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.
- Initially, consumers react negatively, as technical issues mar the campaign’s launch: on August 19, 63% of consumers are unable to process their order and users think they’ve been ‘fooled’ by Burberry
- User sentiment becomes more positive as Burberry fixes some technical issues: by August 20, only 37% of users are unable to process their order and consumers ‘thank’ Burberry as the link ‘finally works!'
- Positive reaction peaks once Burberry has fix the majority of issues: by August 22, most consumers face ‘no problem’ when processing their order and thank ‘fab’ Burberry, revealing the positive impact of Burberry's speedy action
- Burberry fixes technical issues and turns consumer opinion, while Frito-Lay’s problems remain unresolved, causing negative consumer sentiment: This suggests that technical difficulties need not tarnish a social media campaign as long as they are rectified quickly
They can both try to create the same facebook banner. In that case, both party will have the same interest.