We all know that social media brings out the best and worst of human nature and social media often opens us up to the worst. From trolling to haters, brands worry about the potential damage that the real time social conversation can have.
So it’s no surprise that with all the Christmas drama this season that started with hating on the Starbucks cup, and that poor OCD Christmas shirt at Target, that Reese’s Peanut Butter Cups could get by unscathed in the Christmas tree department when the haters jumped on the “tree” hating bandwagon. It seems people weren’t in the believing kind of mood that Reese’s had actually achieved the Christmas tree shape that consumers were expecting and the #reesesfail hashtag and images began trending and #crimesagainstChristmas continued. Personally, I think the real crime against Christmas is the troll that shows up and screws with your Christmas tree lights over the summer, because they always work when you put them away, but I digress.
Getting in the Christmas spirit with my… Oh wait its a blob #ReesesChristmasTrees #reesesfail #stilltastesgood pic.twitter.com/RXjpiAbUkR
— Sarah O’Brien (@sarbear0130) November 26, 2015
Yes, without the packaging, it’s probably not clear that this is a Christmas tree and others thought it more likely resembled some droppings from reindeer, but like I’ve said before, even bad PR isn’t maybe so bad. Their social impressions were way up and the brand image was everywhere. So as the haters continued to share their #reesesfail, Reese’s began working on a plan and we think it was kind of brilliant. It embraces the best of why social media can be good for brands; it’s real, it’s funny, it’s visual, it’s shareable content, it’s timely.
Yes Reese’s, you’ve exercised your brand power in magnificent form and even the hater’s can’t hate when they’re laughing, pushing share and saying “Well Done.”
#AwkwardFamilyPhotos #AllTreesAreBeautiful pic.twitter.com/WaHzvCMOTn
— REESE’S (@ReesesPBCups) December 17, 2015
Social media will continue to shock, amaze and surprise us with all its potential. But instead of fearing the worst, embrace it and roll with it. You can not plan for everything. We are all imperfect, as human beings, and as brands. We don’t always get it right. Like people, brands who can admit their mistakes and laugh at themselves get extra credit for being real and living in the moment. The days of shiny and perfect brand images are long gone, it’s about being real.
REESE’S Trees break the mold. #AllTreesAreBeautiful #NationalCookieDay pic.twitter.com/p7tqL4xnoK
— REESE’S (@ReesesPBCups) December 4, 2015
2015 may go down as the year of #crimesagainstChristmas in the social media and marketing world, but let’s hope that 2016 brings us a lot more #alltreesarebeautiful moments.
Share what you think are some of the best social media moments of 2015.
Written by Melinda Goodman
Managing Partner
Melinda@FullTiltMarketing.net
