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1) Airbnb Gets Passive Aggressive About Taxes:
In 2015 Airbnb was angry about a hotel tax policy that meant Airbnb hosts and guests had to pay a lot of money in taxes. Not classifying themselves as a hotel service, the company was understandably angry.
Then, in the most passive aggressive advertising campaign ever, Airbnb put up ads all around San Francisco suggesting what the city should do with all that Airbnb tax money.
Why It Missed the Mark
The bottom line—whether or not you agree it’s unfair that Airbnb has to pay the hotel tax—is that the ads made Airbnb look like a bunch of jerks. Actually, that’s what CEO Brian Chesky said about the ads: “It made us look like jerks.”
Takeaway
Be careful about the emotions you’re evoking in your audience. If an ad might make its reader feel like she just got caught in a middle school-style catfight between you and the local government, it’s probably best to scrap it.
2) Burger King Botches Their Own Version of “Where’s Waldo.”
Here’s What Happened
Let’s throw it all the way back to 1985. This one’s just one big giant mess, so let’s break it down:
Burger King kicks off a campaign called “Where’s Herb?” by telling customers that if they can find Herb at a Burger King location (a random and disappointingly ordinary guy not very worthy of being the centerpiece of an ad campaign), they’ll win $5,000
Finally, a 15-year-old spotted Herb but was rejected the cash price
Then Burger King gave the cash prize to his 16-year-old friend instead because the actual Herb discoverer was younger than the not-so-well-advertised contest age minimum of 16.
Why It Missed the Mark
A few reasons: 1) No one cared who Herb was. 2) It was just too random: who is this guy and why are we trying to find him? No one really knew. 3) The contest rules were poorly communicated and resulted in a nasty PR situation.
Takeaways
If you’re going to have a brand mascot, try to have it make some sense. Don’t try to get people to care about your mascot or promotion without giving them a reason to first. (Oh, and be very, very clear about contest age restrictions.)
3) Pepsi Runs a Disastrous Lottery
Here’s What Happened
Yes, Pepsi again. In 1993 in the Philippines, Pepsi ran a lottery, in which—if you found the bottle cap with the right code on it—you could win $40,000.
The problem? Pepsi announced the wrong code. So instead of 1 winning bottle cap, there were suddenly 800,000 winning bottle caps. Pepsi refused to pay; outrage ensued.
Why It Missed the Mark
Do we even have to say it? False hope and botched lotteries are not good ways to do business.
Takeaways
If you’re going to run a lottery or contest or anything promising a big, life-changing reward, please make sure you’re running it carefully and 100% free of mistakes.
4) Hyundai Belittles Suicide Victims
Here’s What Happened
In 2013, Hyundai ran a commercial in the UK that essentially said, “Our cars are so safe you can’t even commit suicide in them.”
The point was that the sedan doesn’t produce harmful emissions like other cars do, and unfortunately the campaign’s creators thought a good way to get that point across was to show a man’s unsuccessful suicide.
Why It Missed the Mark
Just like Pepsi trivialized social justice movements, Hyundai trivializes the heartbreak and devastation of suicide. You can’t be a person who’s suffered from suicidal thoughts—or a person who has lost someone due to suicide—and enjoy Hyundai’s ad, and that’s why they missed the mark.
Takeaways
Don’t try to force your ad message into social issues if they don’t fit. Pro tip: they probably don’t fit. Don’t let your desire to be quirky or clever undermine serious social issues.
5) LifeLock’s CEO Dares You to Steal His Identity
Here’s What Happened
In 2007, LifeLock CEO Todd Davis posted his social security number on a billboard and dared the world to steal his identity.
Plot twist that’s not actually a plot twist because everyone saw it coming: a lot of people stole his identity.
Why It Missed the Mark
It’s not just because this ended up being huge headache for Todd Davis on a personal level. To make matters worse, the fact that people actually called Davis out on his dare and proved LifeLock’s security breachable made the whole campaign painfully embarrassing for LifeLock and everyone involved.
Takeaways
Don’t dare your audience to do something you don’t actually want them to do. People will call your bluff, so be prepared to handle the consequences.
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