Posts Tagged ‘YouTube’

The Swagger Wagon

Friday, June 11th, 2010

Well, despite the fact that Toyota is a case study for how not to handle a crisis situation…they’ve sure come up with a catchy new YouTube campaign for their new minivan. I’ve seen this video posted all over Facebook and sent numerous times over email. It seems to be a YouTube sensation with 3,347,969 views, you can also find the commercials featuring this same couple, the “Meet the Parents” commercial has 774,232 views!

This campaign has definitely taken on a life of its own, even in light of Toyota’s recent troubles. With safety obviously being one of the number one concerns with their cars, you can bet it’s even more of a factor in marketing their minivan. Instead of focusing on the safety, however, they’ve been able to capture a “coolness” factor which personalizes this car to their target market and perhaps is helping people to forget about the whole sticky gas pedal issue.

I guess laughter really is the best medicine…well played Toyota!

When Does Brand Reputation Get Tarnished?

Wednesday, December 9th, 2009

I’m not embarrassed to say that my wife and I seek out our children to help with installing new electronic devices. On the flip side, they both find it quite odd to hear me say “I didn’t have a PC/cell phone/digital camera when I was your age”. Our society has become so technology focused it’s a wonder we can even walk to the corner market and buy something without using technology – oh wait, they’ll scan my preferred club card and I will pay with my debit card – guess that example doesn’t work.

There are many great technologies available today that help our world. Whether it’s a new medical device to help regulate diabetes, e-mail so that I can stay in touch with my son’s teacher, or a photo-sharing Web site that allows me to post old photos with high school friends, technology seemingly has invaded all aspects of our life. But now it’s even crept into the holidays.

I’m a big fan of social media. I’ve reconnected with many old friends and colleagues via Facebook and Twitter. But now I think we may have gone too far by shattering the innocence of little kids around Christmas time. For years people have been able to track Santa’s sleigh on Christmas Eve thanks to our friends at NORAD. Well, now you can also link in and stalk Santa via Facebook, Twitter, YouTube, Google Earth and Flickr. But this one takes the cake.

A partnership with navigation company OnStar and NORAD allows subscribers to get live Santa updates on their in-car GPS system. So I can grab my kids, put them in the car, and drive around as we track Santa’s whereabouts. I wonder if Mrs. Claus tracks him throughout the rest of the year, not that Santa Claus has ever been accused of being unfaithful but it makes you wonder that he can slip into so many houses unnoticed.

So what’s the point of this little missive? When does a company’s brand get tarnished by going overboard? More social/political, when do you reconsider your feelings for a company when something goes wrong? Do you think any less of OnStar for this blatant abuse of holiday traditions? Will you stay away from Nike or Gillette due to Tiger Woods’ recent bumper car fiasco? On a much grander scale, would you shy away from purchasing a product or doing business with a company in a foreign country that you do not support? Building brand reputation takes a lot of time and effort but can all of that goodwill be thrown out the door with one simple misstep?


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