The Motrin Mess, Twitter and FAIL

The blogs are all afire over this internet ad posted by the makers of Motrin:

[vodpod id=ExternalVideo.747861&w=425&h=350&fv=%26rel%3D0%26border%3D0%26]

The first wave of revolt seems to have been largely driven by users of Twitter – you can view a real-time stream of comments here.

If you ever wanted to cite an example of how the internet has shifted the power away from the advertiser look no further.  Not only has Motrin been pounded by everyone for making a stupid and potentially insulting ad, but it all happened literally within hours of the video being posted.

Sure, Motrin immediately took the ad off their site but as well all know, once you post something online there really is no way to get it back – it’s like trying to stir the cream out of your coffee.  Not gonna happen.

That means that all the bad press about Motrin will remain online as will everyone’s ability to go check out the offending ad – whether Motrin likes it or not.
And check out this sampling from around the web:

• “Motrin moms,” a-Twitter over ad, take on Big Pharma–And win
• Flash flood: Mom bloggers and Motrin
• Social Media Storm Erupts as Motrin Brand Campaign implodes, needs to be run by someone who knows the Brand well and Social Media, well
• More Outrage as #MotrinMoms Reaches #2 On Twitter
• Motrin learns about Twitter
• The Motrin Moms Backlash by the Numbers
• Motrin Bows to Social Media Pressure From Moms – Removes Controversial Ad
• Motrin Faces Twitter Headache Over New Video Campaign
• Motrin MANIA!

• Motrin Bows to Social Media Pressure From Moms – Removes Controversial Ad
• Motrin Faces Twitter Headache Over New Video Campaign
• Motrin MANIA!

3 Comments

• 

  By Marshall Sponder, November 18, 2008 @ 3:55 pm

  Thanks for the Mention of my blog post about the Motrin storm. Incidentally, some bloggers like Kevin Hilstrom, think the campaign actually benefited Motrin – and that might be, in that they got more links and media attention.

  But this is an example of a mistake that could be turned into a goldmine, for the Brand, were the Brand actually smart enough to take advantage of it.

  You know, they say adversity is the mother of Invention.

  The other lesson, is ongoing, Social Media campaigns need very well versed individuals, from within the Brand AND PR, to be one page at the same exact moment – along with Web Analytics (my area) to monitor the Buzz and figure out the Sentiment of it.

  Let me leave off by one point …. How many organizations have that kind of setup? I mean, the one where Brand/PR/Analytics are all part of the Same Team?

  Just a thought, and again, thanks for the mention.

  marshall

• 

  By Matt Hames, November 18, 2008 @ 4:02 pm

  See this: Awesome.
  http://www.youtube.com/watch?v=TpqpAGLS2t4

Other Links to this Post

1. Motrin Moms emulate our real mothers, scold us for not listening « People like to share — November 24, 2008 @ 6:33 pm

RSS feed for comments on this post. TrackBack URI

Leave a comment