{"id":86,"date":"2013-11-14T13:39:02","date_gmt":"2013-11-14T20:39:02","guid":{"rendered":"https:\/\/blogs.ubc.ca\/nika\/?p=86"},"modified":"2013-11-19T01:58:26","modified_gmt":"2013-11-19T08:58:26","slug":"marketing-campaign-great-success-or-a-disaster","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/nika\/?p=86","title":{"rendered":"Marketing Campaign: great success or a disaster?"},"content":{"rendered":"<p>As always, Heineken creates yet another amazing marketing campaign for its loyal customers:<\/p>\n<p><iframe loading=\"lazy\" title=\"Heineken - Screen capture Pic Your Travel\" width=\"584\" height=\"438\" src=\"https:\/\/www.youtube.com\/embed\/bpalk_9MlIg?start=118&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>How much do people love Heineken beer? That\u2019s what the company wanted to know, so it created the Pic Your Travel campaign, which encouraged people to show their appreciation of the brand by submitting Heineken-themed holiday photos from around the world. Participants could see their pics uploaded to a 3D globe and be entered to win a 2 free trips to their dream destination.<\/p>\n<p>However, this does not work always like that. Marketing campaigns can also result in the disaster for the company. These are 3 examples of the campaigns gone wrong : <a href=\"http:\/\/www.marsdd.com\/2011\/06\/30\/get-schooled-in-social-media\/\">Hard lessons on social media\u00a0<\/a>. Showing examples of Molson Canada, Kenneth Cole and FedEx the author presents 3 life lessons:<\/p>\n<p><em>Lesson #1: News travels fast, social media mistakes travel even faster.<\/em><\/p>\n<p><em>Lesson #2: Don\u2019t make light of a serious situation for cheap promotion (or, don\u2019t tweet something you wouldn\u2019t say around your mother).<\/em><\/p>\n<p><em>Lesson #3: Every\u00a0employee, partner and service provider represents your brand.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As always, Heineken creates yet another amazing marketing campaign for its loyal customers: How much do people love Heineken beer? That\u2019s what the company wanted to know, so it created the Pic Your Travel campaign, which encouraged people to show &hellip; <a href=\"https:\/\/blogs.ubc.ca\/nika\/?p=86\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":20890,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[589903],"tags":[],"class_list":["post-86","post","type-post","status-publish","format-standard","hentry","category-marketing-campaigns"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=\/wp\/v2\/posts\/86","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=\/wp\/v2\/users\/20890"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=86"}],"version-history":[{"count":6,"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=\/wp\/v2\/posts\/86\/revisions"}],"predecessor-version":[{"id":117,"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=\/wp\/v2\/posts\/86\/revisions\/117"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=86"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=86"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nika\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=86"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}