In continuation of last post on using 9-11 as an advertising/ promotional platform, I came across the following video from the New York City Ballet.
In my opinion, it is not all too different from that AT&T tweet. Both made use of 9-11 to promote their products.
However, reaction to the above video was starkly different from that to AT&T’s tweet. Comments on the video called it “moving”, “touching” and “beautiful”. I could not identify a single comment, calling out NYC Ballet for using 9-11 as a platform to promote their company.
It is interesting how consumer perception can vary so drastically in accordance to different forms of branded content. I believe AT&T’s tweet and the NYC Ballet’s YouTube video provide a good contrast, and is an excellent example to all marketing and advertising associates of how a little more thought put into an ad could really make a difference in building or breaking one’s brand.
Leave a Reply