By now you are probably aware of this past weekend’s twitterstorm over the Motrin commercial that outraged mombloggers and momtweeters.
Here’s the original ad:
And here’s just one example of the storm of protest that erupted:
Jeremiah Owyang did some great analysis of the firememe and concluded “It’s not likely to cause enough of impact search engine results for ‘motrin,’ be a mainstream press story, or cause damage to stock price … Over time, these search results may fade away…”
While he’s no doubt right, a Google search on “Motrin” today (Monday)turned up two high-profile results related to the controversy, at the top and bottom of the 1st page of results.
Top of results page:
Bottom of results page:
Many Social Media pundits, myself included, have been known to make pithy proclamations like “Google is your new homepage.” There’s no getting around the fact that The GOOG adores the always-fresh content served up by the blogosphere. And since Google is such an outsized part of how the typical consumer interacts with the Web, all brands (but especially BIG brands) need to be cognizant of the fact that their online reputation is a precious asset that must be cultivated – and guarded.
If you’re targeting MOMS you ought to know that there are ~14,000 of them with strong opinions in the Social Media sphere. Maybe you could ask a few of ‘em to check out your expensive new advertisement before you release it?
We’re not talking about some podunk brand: we’re talking about MOTRIN, a billion-dollar brand with oodles of marketing funds. Even if Motrin execs didn’t know any better, their ad firm ought to have had a clue (not that the ad would be controversial — though that’s debatable too — but that it was worth testing out with some online influencers before wide distribution).
Posted on: November 17, 2008 at 12:30 pm By Todd Defren