I’ve been reading a lot about epic fails recently. You have to admit… sometimes people want to hear about failure, whether it’s to make themselves feel better or just to gain some valuable perspective. I think in the competitive world of media, this could not be truer and thanks to the Internet, brands’ failures are amplified and are readily available even after they are rectified.
Epic Fail #1:
On the digital front – Jumping on the video bandwagon is one of my favourites when it comes to brand suicide. How many companies thought it would be a good idea to create a Gangnam Style dance as part of their corporate or social strategy recently? In a year’s time (quite possibly less) people are going to look back and laugh so hard at those dance moves and brands will seriously regret their desperate attempt at having something go viral.I personally think there is more value in writing witty blog content and maintaining a good SEO campaign than creating an office video.
Epic Fail #2:
When it comes to bad press, you have to congratulate Lynx and Bodyform on their reactions to awkward brand associations recently. The quick thinking from their PR and Marketing teams turned potentially disastrous press to cheap and successful viral marketing within hours. However, in the UK, the BBC is currently in the news for the failure of the £98million Digital Media Initiative project, which resulted in the suspension of its Chief Technology Officer. I wonder if the BBC’s social marketing team will be as cunning in their response?
Epic Fail #3:
In global news, I was fascinated by the apparent meltdown of child star Amanda Bynes, which was made publicly available through the wonder of Twitter. It has not taken me long to realise that publishing your every move on social media is NOT a good move for a Hollywood star or for a brand. There is such thing as sharing too much and it can cause you to lose the respect of peers and loyal fans respectively. Tools such as Tweriod and Hashtagify.me are great for understand your twitter base and reaching a bigger, more relevant audience. And as social channels continue to diversify, it’s important for brands alike to maintain a positive presence across each as their audience is absolutely everywhere.
Epic Fail #4:
I suppose we should end with another wardrobe malfunction from me (and like my first blog post, this is an entirely factual tale). We moved in to our lovely new London office this week and as the weather has been beautiful here recently, decided to take our salads to the park to eat lunch in the sunshine. Before we left the office, I made the massive error of trying to open my balsamic dressing to pour on my salad. I somehow managed to rip the top off and drop half of the contents down my light orange skirt instead of into my bowl. Needless to say, I got a few funny looks on my way over to the park with my damp brown stained attire. Sadly the only way to rectify my error is using Vanish, but at least it’s not on Facebook!
I wanted to finish on a positive note. Despite the great public demand for knowledge, data, news and drama in the digital sphere, we should also know that there will always be someone doing something amazing. While I sit here in my stained skirt, there are people out there pushing the boundaries of technology, video content and human endurance and the digital sphere allows them to publicize their accomplishments and receive deserved recognition. So if you experience an epic failure (and it can be funny), at least it shows that you tried.