Recently, we discussed the elements of an effective multi-channel viral marketing campaign. In doing so, we used Malibu Rum’s “How Do You Banana Malibu?” marketing campaign as an example of how to do it right. The contest used multiple online communication channels effectively to advertise its user-generated video promotion.
Now, some competition participants have begun their own viral campaigns to bash the Malibu brand by suggesting that the contest was rigged. The backlash from the user-generated video campaign even made it to the New York Times:
“…The winner, however, was posted Monday, and finalists were not publicly named. Some consumers who lost the contest were quick to start a rumbling on YouTube message boards that the contest had been rigged — a charge that Malibu denied.
One YouTube user even made a six-minute conspiracy theory video that compared images from a professional Malibu commercial promoting the contest with the winner’s video, saying in part: “Wow, the same nose!? The same guy? You be the judge!�
“It just looks like, wow, they rigged the contest,â€? said Debbie Lusignan, 35, of Adams, Mass. “I am furious. I spent 60 hours on this freaking contest.â€?…continue reading
Here is the winning video from the contest:
…and here is the conspiracy theory video that questions the integrity of the Malibu competition and brand:
So what can we take from this?
Any marketing that involves engaging the audience through participation as part of the strategy runs the risk of backlash – always. Viral video campaigns, blog conversations or any other user-generated platforms should be used with the knowledge that not everyone will be a positive buzz agent. In user-generated spaces, the users involved in creating the content are in as much control of the outcome of the campaign as the campaign manager is. And if they aren’t happy, they’ll let you (and everyone else) know about it. He who lives by the sword and all…
