Motrin and the momosphere: How an ad was amplfied via Twitter into a PR issue

Social media mini-case study (USA) | @candacekuss | Nov 2008

Motin made an ad: "We feel your pain” (Then, it got painful...)

http://www.youtube.com/watch?v=BmykFKjNpdY

“Wearing your baby seems to be in fashion.”

- ad copy(full transcript in notes)click here for ad on YouTube:http://www.youtube.com/watch?v=BmykFKjNpdY

Moms blog, vlog & tweet their disdain for the ad content

2. story jumps to MSM

1. top topic on twitter17 Nov 2008

“Dozens, if not hundreds, of "mom bloggers” started blasting the ad on the social networking site Twitter, with quite a few suggesting a Motrin boycott.”

-APhttp://www.google.com/hostednews/ap/article/ALeqM5h6qv2QQS_BjQH2bpui4MUzyPhP5QD94GU9Q80

http://www.youtube.com/results?search_query=motrin+moms&search_type=

click here for reaction on YouTube:

http://www.youtube.com/results?search_query=motrin+moms&search_type=

http://www.youtube.com/watch?v=TpqpAGLS2t4

Bad press travels fast (and will stay in search results)

Motrin apologizes. (But could engage directly w/ bloggers)

Fwiw, this home page still up as of Dec 9th (Twitter is faster)

Unfortunately, someone beat them to their own brand name

http://twitter.com/motrin

Discussion: what would your brand do?

What do you think?

candace.kuss@hillandknowlton.com

http://twitter.com/CandaceKuss