When an Online Campaign Goes Right…
We all like to play games. What if there was a game in which you starred, and your friends could play it with you? Intel has come out with an interactive game which does exactly that. It also highlights its second generation Core Processor and Wireless Display. Intel’s The Escape has broken new ground on YouTube. You play a secret agent, tasked with collecting a package from another agent, and you must elude enemy operatives in the process.
You share your name before you begin playing so that you can see it in the opening credits, like a movie. Where does the brand come in? It supports you, while you play the game. Simple puzzles and actions like pressing the space bar keep even new gamers engaged.
What’s a game without friends? With the ability to enlist a couple of your Facebook friends as fellow agents, playing this game is a fun as well as social experience. Perhaps the greatest breakthrough is that technical benefits are seen in a non technical, entertaining, and engaging manner.
The video has more than 600,000 views on YouTube. Intel The Escape’s YouTube Channel has 1,531 subscribers, clearly indicating that players were hooked after they got into the game. With 348 comments, most of them positive, this video has been a resounding hit.
Once the mission is accomplished, Intel offers you the option of sharing your victory on social media. Your Facebook feed will tell others that you and your friends successfully played The Escape. You can even like their Facebook page, so that the relationship continues. The potential for continuous engagement is there. Intel has cleverly used gaming, which is dear to its target audience, to make itself seem irresistible.
…When an Online Campaign Goes Wrong
The practice of using a news event, especially a natural calamity, for brand promotion on Twitter, can be risky. It can seem tempting for a brand to kill two birds with one stone- do some good and gain awareness among consumers. However, this needs to be done carefully, otherwise it can misfire.
For instance, after the March 11 Japan tsunami, Microsoft’s Bing swung into action. They tweeted that each time a certain post of theirs was Retweeted with the #SupportJapan hashtag they would donate $1 for the tsunami relief work. Tweeple did not appreciate this attempt to hijack the attention the tsunami was receiving.
Influencers were quick to denounce Microsoft’s seemingly philanthropic act. As more and more influential tweeters joined in, a derogatory hashtag- F#$%Bing started doing the rounds.
Many more became aware of the issue and felt that Microsoft should just donate the money without trying to get publicity. They too were vocal about it, so Microsoft realized that their well intentioned campaign had backfired. Microsoft then backtracked with the message, “We apologize the tweets was negatively perceived. Intent was to provide an easy way for people to help Japan. We have donated 100k.”
It is important to keep the benefits and downsides of amplifying your message in mind before you release it. Otherwise, the negative publicity can outweigh the benefits. Even supporting a charitable cause can be viewed with suspicion. Today, things can get out of hand much quicker on social media, where many users simultaneously pronouncing verdict on your campaign can be disastrous. Anticipating potential misinterpretations will enable you to tweak your campaigns so that they are perceived positively.