If You Talk a Big Game, You Better Back it Up
Social media stunts can often be a promotional piece to gain exposure for your brand and increase awareness. However, these aren’t immune to backfire (and exposure as a “stunt”).
A few days ago Oreo announced that it would be attempting the break the Guinness World Record for most “Likes” on a single Facebook post. Yesterday they set out on their journey for the record books with the following post:
This morning they announced that they had broken the record and proudly displayed a picture of a Guinness representative with their Oreo mascot. What a moving story, right?
Not to be outdone, Lil Wayne came out with a post hours after Oreo claiming he too was trying to break the record. The 24 hour period for Lil Wayne is about to come to an end and his post is currently sitting at 605,987 “Likes”, completely blowing Oreo out of the water. There is no report if this record was officially registered with Guinness and will therefore count, but that is besides the point.
Thousands of comments below the Oreo post were making fun of the brand for losing their own game to Lil Wayne.
Even though Oreo succeeded in generating buzz for the brand, there is still a slight aspect of embarressment involved. More importantly it reveals the triviality of their contest attempt and showcases it as a PR stunt rather than a cool idea.
Nevertheless, we learn some valuable lessons from Oreo’s mistakes;
1) If you are going to claim to be the best in social media in any way, you should be sure that you can back that up.
2) Never challenge a previously incarcerated rapper with die hard fans.