Michael Werch set out to find out how long a brand would take to realize it was being impersonated, and what course of action would it take.
…rgrich - Can a Super Bowl ad be a waste of time? I assert it most certainly can for the wrong business. In the exact same way I assert twitter can be wrong for some businesses, namely ketchup. It’s certainly a waste of time for Heinz, I asserted nothing more.Everyone still seems to be overlooking the simple fact that hijacking a company name on twitter is wrong and the company responded quickly and efficiently. You condemn them for not using twitter specifically, but you don’t even touch on the rest of their marketing efforts. Do you really believe as you imply in your response they didn’t consider twitter? The fact they were monitoring the conversation leads me to believe otherwise.
Finally what is the point? Are they going to SELL more ketchup by posting on twitter to loyal followers who we must assume already like them enough to follow them on twitter? Is this not preaching to the choir? Does anyone who reads Ad Age actually think about sales? What would you tweet to someone who already is a fanatic…
Read more:
My Life as H.J. Heinz: Confessions of a Twitter Squatter
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