A 'bad' and a 'good' example of use of social media for marketing. Course: Branding & Corporate Communications June 2012

1. Branding & Corporate Communications
Presenter: Farzan Sheikh

2. The #Cairo Hashtag
 Hashtags on Twitter
 Post updates, join conversations
 2011 revolution in Egypt
 Negative emotions

3. Kenneth Cole’s
Misadventure
 American designer
 Capitalize on popular hashtag

4. Reactions
 1500 negative tweets per hour!
 Facebook: “I apologize to everyone who was offended
by my insensitive tweet about the situation in Egypt. I’ve
dedicated my life to raising awareness about serious social
issues, and in hindsight my attempt at humor regarding a
nation liberating themselves against oppression was poorly
timed and absolutely inappropriate.”

5. Loss of Credibility

6. Omore
 Icecream brand
 Late entrant
 Competition with Unilever’s Walls
 Targeting young people
 Generate trial
 Engage consumer

7. An Ad-war Competition
 Organizer: IBA Marketing Club
 Sponsor event, prize-money for winners
 30 sec commercial
 100+ entries
 Viral! The race for votes
 http://www.youtube.com/watch?v=xy5yimc
3ss8
 https://www.facebook.com/media/set/?set=
a.321826864526442.69226.265818393460
623&type=3