Oden

Risk is an inherent part in any promotion, no matter what media you’re using (e.g., TV, radio, direct mail, e-mail, website, social networking), so it is incumbent on you, whether you are a client or an advertising agency, to know your promo. Just because you farm it out to the “professionals” does not mean you have eliminated any potential damage to your brand if things go wrong.

Dr Pepper’s recent Facebook promotion is a good case in point.

As brand consultants, we all want to produce the most engaging promotions incorporating social networking, as well as other channels. We want to smell like a man while generating brand awareness and sales. At the same time, we need to make sure both client and agency understand the risks and implications associated the media, technology, design, messaging, audience, and distribution methods we choose for a promotion, not to mention the legal complexity that may be involved.

Remember, there are no dumb questions, just those that go unasked. What is more important, the perception that you are cool and edgy, or protecting your brand by asking a couple of simple questions?

If someone at Dr Pepper (Coca Cola) had asked a couple of simple questions, they could have saved a lot of time, money, and embarrassment. Unless they subscribe to the theory that any publicity is good publicity!?!