On January 31, 2007, police officers mistakenly identified small electronic devices found throughout Boston as some type of explosive devices, when in fact, the devices turned out to be battery-powered LED placards with an image of a cartoon character. The magnetic placards were part of a guerrilla marketing campaign (gone bad) for Aqua Teen Hunger Force on Cartoon Network's Adult Swim late-night programming.
True the publicity was significant throughout the country, but the negative impact on the city of Boston and on the television network was significant. A creative idea completely misunderstood is not the type of free publicity you are looking for. The days of the adage, "All publicity is good publicity" no longer holds true.
In the "I Can’t Believe This" Department: I read where Suzuki is releasing its new midsize sedan, the Kizashi. It's made at their facility in Sagara, Japan. However, they chose to unveil it in Detroit. Not just that, but at a WWII memorial in Detroit. Can you say Kamikaze Marketing?
How can savvy marketers be so wrong with these creative ideas? They failed to consider the reasons marketing goes viral.
1. Know your target market. Who are you trying to reach? What are they most likely to enjoy enough to pass it along to their friends? Where is their funny bone and is it a common thread they share with people they know?
2. Understand the environment you are releasing your message into. Don't you think large cities are twitchy concerning safety and security? Get to know what your customers want to hear and what they will be unreceptive to. Recognizing those differences is critical to getting good viral marketing working.
3. Learn where the edge is. Edgy marketing is all about knowing where the line is. GoDaddy likes to dangle its toes over the edge and tease the viewer to go their website for the rest of the "uncensored" advertisement. Janet Jackson went too far with her Superbowl halftime publicity stunt. You have to learn where the line is for your target market.
In creating cutting edge marketing you hope to go viral by avoiding the mistakes and missteps of those who don't consider the process. Find your sweet spot to reach your customer in the way they want to be reached.
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