Risks of real-time marketing: KFC trolls crying kid
Any event that gathers a lot of attention is now an opportunity for brands to barge into the conversation. The NCAA men’s basketball championships, aka March Madness, is no different.
For KFC, that’s meant following the games and offering up pithy tweets on the action. Most times these have been rather benign, but this afternoon it saw an opportunity to act fast in the aftermath of Stanford’s upset of Kansas. CBS showed an upset young Kansas fan crying in heartbreak. So naturally KFC saw a chance to sell some chicken to its nearly half million followers.
This wasn’t the best move. KFC backtracked a few minutes later by removing the tweet. It skipped the apology route in favor of acting like it never happened. The CBS decision to show the upset child provoked plenty of backlash, as noted by USA Today’s For the Win sports blog.
Give KFC credit. It acted quickly to realize making fun of a crying kid isn’t the best look for a big brand and took down the tweet before it elicited much backlash.
-
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
-
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
-
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
‘A gold rush moment’: Apple’s Vision Pro revives marketers’ AR ambitions
It adds a whole new meaning to the term “second screen."
-
Marketing Briefing: Why marketers are seeking deeper partnerships with artists to remix songs, offer experiences
By working with musicians and celebrities, brands can potentially generate more attention and become a part of culture, according to agency execs, who say that brands are looking for anything that can help them connect to culture more deeply.
