New Year brings social media hoaxes

Happy New Year and welcome back to BDM for 2009. The advertising world has certainly hit the social media space in Australia with a quick one-two  that has everyone talking about how faking it can damage your brand, and can certainly damage the reputation of social media as a channel for those only mildly acquainted with it.

Tourism Queensland had one of their agency people pretend to get a tattoo and do a YouTube video, pitching to be a young hopeful competing for the ‘job of a lifetime’, while Naked hired an actor (now come on guys wasn’t that obvious) to pretend to be an inverse Cinderella looking for the owner of a lost jacket.

Claims by Tourism Queensland that the whole scam was about demonstrating ideas for the type of entries they wanted is a poor excuse for deception and I’m sure the team is now thinking the midnight six-hat session might have gone a bit too far. Best left on the white board, really. For an excellent backgrounder on tattooed Tourism and bitter fallout have a look at Tim Burrowes stories at mUmBRELLA here and here.

As for Naked and The Jacket Fiasco, I sat down to my cereal in front of Sunrise (OK, so there’s an admission) on Monday morning to see the YouTube video complete with comments by Mel and her gang about how it seemed like a set up. Was getting it onto Sunrise and making us watch it the set up? Were the Sunrise team saying it was a set up so they didn’t look stupid when it all came out that it was a set up? As they say in the classics, advertising a bad idea will just make everyone know about it faster. Put on some sunglasses before you hit play…

Perhaps the Naked strategy team could have called on the expertise of Julian Cole from sister agency, The Population, who has repeatedly warned against faking social media messages and advises full disclosure. Last time I looked, Naked’s CEO Matt Baxter was a non-executive director of The Population. Creating a fictional space and story which the viewer enjoys and the agency can extend the brand into is often dangerously close to just faking information that irritates your customers – that’s why there is a new skill set developing around social media marketing.

On that note, congratulations to social media consultant Stephen Collins of Acid Labs for his blog rocketing to No. 4 on the Top 129 Marketing Blogs. Servant of Chaos stays at No. 2 and Adspace-Pioneers, custodian of the list, has moved to No. 7. Beyond Digital Media has moved up a few spots to No. 68. Top of the list is creative site Bannerblog.

What else does 2009 have in store for us? As marketing budgets contract and social media starts to look like a cheap alternative to traditional advertising, exponents need to remember mistakes have already been made in this field – plenty. Lots of lessons have already been learnt.

[Update on post]

Advertisements

2 Responses

  1. […] New Year brings social media hoaxes […]

  2. […] Bishops writes at Beyond Digital Media that Naked should have got advice from colleagues in sister companies: “Perhaps the Naked strategy team could have called on the […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: