Why is it when ever there is a scandal or a problem with something sexual, it always leads back to the Batman? You have to read this condom contest snafu that got Durex in some hot water….. Read Story Below
From BusinessWeek.com - In a recent online marketing campaign, Durex asked Facebook fans to vote on what city should get SOS Condoms, a service meant to allow amorous — but unprepared — couples to click on a smartphone app for a rush delivery.
The voters chose Batman, the capital of an oil-rich and conservative-Muslim province in southeastern Turkey, and social media experts say the contest was almost certainly decided by Internet pranksters. Batman received 1,577 votes, besting Paris and London, according to the contest’s Facebook page, which has been dormant since the two-month promotion finished in April.
The snafu for Durex, owned by Reckitt Benckiser Group Plc, illustrates the risks for brands that embrace social media. Marketers expect to devote 22 percent of their budgets to such campaigns over the next five years, compared with 8 percent today, according to a survey from Duke University’s Fuqua School of Business.
“Any brand that wants to remain engaged with its audience has to have a social media presence,” says Debra Aho Williamson, an analyst at researcher EMarketer. “But anytime a brand engages consumers in social media, there is the opportunity for abuse.”
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Category: Press Release