3 Viral Campaigns That Hilariously Backfired

Most large corporations view viral marketing campaigns the same way 13 year-old boys view sex. They don’t really understand what it is, but they know it’s something you’re supposed to have a lot of if you want to be cool.

Similarly, corporations can make themselves look really stupid in their attempts to get it. The trouble is, a viral marketing campaign means a large chunk of the marketing work, the distribution, the framing, even the copy itself, is in the hands of the general public, who may not have your company’s best interests at heart.

I want you to read these three stories, not as a chance to mock business behemoths receiving their just downfall. No. I want you to read these as a sign that, even in this cold, cynical world, there are still people out there, working in marketing, who are willing to put their faith in the essential good-naturedness of their fellow man. And then had it blow up in their face.

United Dreams of Europe

United Dreams of Europe sounds like a great thing. Everyone likes to be united. Most people like dreams. A lot of people like Europe. So when the Foundation of Future Studies, an organisation that you’re forced to assume is researching flying cars, launched a study with this name, you’d think it would get a positive response. As their website said:

“United Dreams of Europe” is the title of the current research project of the Foundation for Future Studies. The project includes various approaches:

Firstly, with the aim of gaining insight into perceptions of and views on Europe, we conducted a survey. In the end more than 15,000 citizens from 13 European countries took part in our quantitative research.”

This good-hearted, optimistic project that was a bit like trying for world peace or something, ran into two pretty significant problems. The first is that, no matter how many nice names they attached to the project, they couldn’t cover up the fact that the Foundation of Future Studies, despite very nearly sharing its name with an organisation run by the Fantastic Four, is still, at heart, a thinly disguised cover for British American Tobacco.

The second  problem, which kind of spun off the first one, is that the “survey” of “15,000” people took place in the form of a completely unmoderated comment feed. This is the Internet equivalent of going Naked Beehive Punching after painting yourself in jam.

The answers varied from the condemning:

Aw, this site is such a lovely idea- congratulations to all behind it, you will get your reward in heaven guys!

I dream of a Europe where big tobacco companies don’t use breathtakingly insincere and laughably pretentious ‘corporate social responsibility’ initiatives in a vain attempt to ask the fact that their real purpose is to profit from getting millions of people to consume a product that is highly addictive and will ultimately kill around half of the people who use it.

To the comic:

I dream of a Europe where everyone smokes cigarettes and no one lives past 40. It will be a bit like Logan’s run but less running and more coughing.

To the strangely poetic:

I dream of phlegm first. Multicoloured, unctuous phlegm. Like a river. Flowing through Europe, uniting us all, flowing to the sea and reaching out playfully across the oceans. Brightly coloured boxed of tasty treats, peeping orange and white, full of promise. The names flashing overhead Lucky Strike, Benson &Hedges. Such magical sounds.

But then the dream turns dark. Rivers of blood. Oceans of medicines. Gasping for Air.

Sadly, as of press time these more creative answers had been cut, leaving only a bunch of rubbish about peace, and love and stuff.

Chevy asks you to write your own ad

Now I know I’m trying to frame this as poor, naive marketing folks putting these campaigns out there just because of their innate faith in the goodness of human nature, but this campaign was just lazy. In marketing the Chevy Tahoe the company put up some online clips and video editing tools to get the public to created “user generated” adverts.

The only way this plan could possibly go wrong, the marketing geniuses behind the project must have though, is if for some reason the people of Internet maliciously went out of their way to create negative attack adverts which we would be forced to host on our own website. And why would people do that?

Some people did it to spread an environmental message. Some simply wanted to point out that the Chevy Tahoe was just a pretty crappy car.  And then there was this one, that just flat out told you to murder your entire family.

#McDstories

This is probably the most famous backfire in the history of social media backfiring. It even spawned a new word “bashtagging”. This was such a disaster it’s actually led to companies look for ways to legislate against people slagging them off on Twitter.

And it all started with McDonald’s asking people to share their McDonald’s Stories on Twitter, using the hashtag ‘McDstories.

And they did. Like this

and this

and this.

So, therein lie the dangers of trying to engage members of the general public in your marketing recruitment. Turns out they don’t like it. Or you. Or the existence of anything good or pure in this world. Interactivity is hugely overrated.

Image License:  Creative Commons image source

Sam Wright is a freelance writer who is pretty sure marketing works better when you don’t ask the public to do it for you.

Comments

  1. Ha, Ha love it ..

    “going Naked Beehive Punching after painting yourself in jam”

    Enjoyed your post,

    thks
    Mark

  2. Thanks for the trending topic thanx for all 2012 2013

  3. The #McDStories viral campaign definitely has to be one of my favorite Epic fails. Not only was it a bad idea to start, but their agency wasn’t smart enough to stop tweeting the hashtag when it was evident what users were going to do with it and before it truly went viral. A great example of a campaign with no crisis management or exit strategy.

    Thanks for sharing all of these :)

    Cheers!

    –Sean

  4. Post your product for free which will assist you in selling your product fast, this is a limited offer you can also setup your store here.

  5. Hilarious topic. thanks for sharing.

    My favorite the Chevy example.

    Companies are starting to see KARMA come back one way or another.

    The best way to escape it is to value VALUES.

  6. Sam, really enjoyed this post.

    The MacDonalds campaign was hilarious.

    Reminds me of a campaign that a bus company has been doing in my local area, they display #takethemick on the back of all of their buses that goes to a particular town.

    The problem is, the bus service is very bad, always late etc which has left them wide open for criticism and getting ripped into.

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  8. aerobic cycle says:

    The MacDonalds campaign was hilarious.

    Reminds me of a campaign that a bus company has been doing in my local area, they display #takethemick on the back of all of their buses that goes to a particular town.

    Hilarious topic. thanks for sharing.

    My favorite the Chevy example.

    Companies are starting to see KARMA come back one way or another.

    The best way to escape it is to value VALUES.

  9. I hadnt heard of the McDonalds twitter campaign, but very funny. what did they really expect. Your never going to get anyone saying it was delicious

  10. One of the best post I’ve read in my entire blogging life, congratulations Sam! I especially LOVE the “murdering your family” ad, I laughed like a maniac! Hahaha

  11. thanks for sharing, the topic looks new for me

  12. This is a nightmare for marketing and SEO people but they still have a huge market. IT world is growing day by day. This is very serious topic. Thanks for sharing.

  13. McDstories certainly proved a disastrous campaign for McDonalds. They stared it to spread positive reviews but ended up with receiving negative stories.

  14. The McDonald’s story is priceless! I can only imagine the looks on some of the big players faces reading those tweets. Big corporations are always going to try and create viral campaigns but the best ones are things that get extremely popular without the effort. Luck and timing play a big part.

  15. Thanks for nice information of good artical.

  16. I’m supposed to be researching marketing strategies for my company, and then I started reading this article….I was laughing so much my co-workers asked what the heck was going on, so of course I had to share it with them. Excellent article. Definitely brought a smile to my face, and made me feel a little better about my own marketing abilities.

  17. Thanks for nice information of this artical.Thanks so much for sharing this. it’s really helpful!

  18. And I thought some of my own marketing blunders were bad. This article was great, from the writing style to the actual information, it truly made my day, if not my week. I can’t believe the McDonald’s hashtag story, there’s not a lot of ways to recover from that one. Thanks for sharing!

  19. This article is funny to say the least, but it is also informative. I took the McDonald’s twitter story to heart, after I had a good chuckle about it of course. I am new to twitter myself, and though I’m not a huge corporate icon like McD’s, I can only imagine the damage that could do.

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