Image Credit: TechCrunch
Wow. I think for a long second, the world stopped turning when Groupon‘s tasteless Tibet commercial ad came to an end. At the party I was, everything just went dead silent. And then reactions — “Wtf was THAT?”, “This is horrible”, “Disgrace to Tibet” — were just some of the voices.
But let’s start from the beginning. On February 4, eMonye published an article saying that Groupon is investing $3 million in Superbowl commercial. Further it reports that Groupon expects a large “surge of traffic” as a result of it.
Commercial gets launched.
On February 6th, right after the Superbowl game, CNNMoney announced the unease caused by Timothy Hutton’s message that “quickly veered from charitable to consumerist.”
However, WSJ also published an article speculating that Groupon might have done this intentionally in order to gain publicity. Interesting thought, I must say.
As we encountered in show business, bad publicity can often times be as affective as good publicity; sometimes even having a stronger affect on public’s memory. Many superstars, especially women, have used this negative publicity trick, via unexpected (and shocking) sex tapes, for example.
How often do you remember some soft teddy-bear commercial which might even brought tears to your eyes, versus something shocking, something that made you drop your jaw, get up and walk away just to have time to process it? And then the anger on what you’ve seen resurfaces bringing additional thoughts to your mind. The public is thinking. The believes we agree with are the ones that we already thought about and made our conclusions on and further examination of them is often times unnecessary and redundant. The ones we disagree with are often followed by further examination by the public — examination of the brand itself.
And Groupon’s commercial — it was definitely unexpected. It was very shocking. And most importantly, it has left bad taste in our mouths… and it will last for a while. As we, with disgust, try to get rid of that taste, our minds will keep going back to the original source — the brand itself. The brand becomes something to think about, examine, learn more about. And before you know it, word of a month starts spreading: from casual chatter at dinners, to talks at the official meetings. Groupon is on top of it. They have created a little residence home in our minds… strong enough that now every time we hear the word “Tibet” (as we do so increasingly), at least 50% will have Groupon as their first association. And isn’t that a goal of every successful ad campaign — to outlive itself?
Looks to me Groupon has done just that.
What is your opinion in regard to Groupon’s ad? Do you think the effect that was produced was part of the original plan? Anything else that you would add?
Watch Superbowl Groupon ad here:
Yesterday was a Holy Day in Geek Girl’s world for not only did she get to spend time with some of her other liked Geek Girls, but she visited her own Mecca — the Apple store. Needless to say, the experience was overwhelming.
From Mac Books, to iPhones, to iPads — the holy objects stood proudly, smiling and offering salvation. Salvation from suffrage and pain called Android. (or Blackberry)
It was truly Magical.