1. Case
Sellittoonline.com.au
An Australian online shopping site has apologised for
using the bush fire crisis to try to build the number
i th b h fi
i i t t t b ild th
b
of followers for its Facebook page.
Gold Coast‐based Sellitonline.com.au promised to
donate generators to help those in Tasmania
donate generators to help those in Tasmania
without power – if there were enough likes for its
page.
“What we need you do do is get everyone of your
friends to join sellitonline Facebook page and the
more people we get will determine how many
more people we get will determine how many
generators we donate.”
The post quickly drew criticism
“Don’t manipulate social media for your own benefit”
“Fxxx off with your opportunistic marketing trying to take advantage of other people’s tragedy.”
The post has since been removed from the brand’s Facebook page.
A spokesman for Sellitonline told Mumbrella: “We apologise if anyone was offended. We will be
making a donation anyway.
making a donation anyway ”
2. Case
McDonalds: Not “Lovin’ It”
The promoted hashtag #McDStories was
quickly hijacked by followers to detail their
kl h k d b f ll
d
l h
horrific encounters with the company. Stories
ranged from food poisoning to unsavory
customer service to even a live worm found in
a Filet o’ Fish sandwich. Originally scheduled
for 4 hours, the promotion was cut short
for 24 hours, the promotion was cut short
after two.
Lessons:
1. Be wary of how campaigns can spiral out of control
2. Adjust the campaign quickly if it starts to sour
3. Have a crisis communication plan in place in order to avoid snowballs
4. The McDonald’s campaign also made way for some serious customer service
opportunities. Address complaints as soon as possible
opportunities. Address complaints as soon as possible