(3D) OOH, so malty!
Created to mark the launch of Amstel in Romania, this 3D OOH campaign for Heineken turns ordinary billboards into 3D
Social media in general and Twitter in particular has become increasingly difficult for brands to find the right tone of voice to use in. It doesn't help either that most people like to use twitter to complain straight to brands, whether they are customers or not, about everything from delayed flights to choice of background color in a brands advertising campaign. Today, Protein World encountered a twitter-kvetcher named Harriet who voiced her disapproval of Protein World's current underground campaign by asking a direct question as a response to the billboards question: Hey @ProteinWorld, am I (a normal woman) allowed on the beach? You know, if my body's for me, not to please others?
Hey @ProteinWorld, am I (a normal woman) allowed on the beach? You know, if my body's for me, not to please others? pic.twitter.com/k0JMZWvlIP
— Harriet Johnson (@HarrietEJohnson) April 23, 2015
wasn't your usual (archive) careful balancing on diplomatic words. Instead the brand responded "grow up, Harriet".
@HarrietEJohnson @FemLonCon Grow up Harriet pic.twitter.com/LRHqOptpk4
— Protein World (@ProteinWorld) April 23, 2015
aren't their target market, the social media account handlers do not block, but also do not entertain the complaints. Instead opting to turn it into banter that third parties find entertaining, among them their actual target market.
Basically, they're trolling as a social media strategy.
With responses like "We are a nation of sympathisers for fatties" in a conversation agreed to by the CEO who urges people to 'Get off Twitter and do some work!'", Protein World has seemingly taken on what I might call the "True Fruits" attitude. If you don't like it, don't buy it.