Social media marketing campaigns have gone wrong before, and Durex recently experienced a disaster of its own. Recently, Durex asked its customers what city should get Durex SOS condoms, which are supposed to be rushed to individuals through a smartphone app, according to the company’s website.
This marketing campaign went wrong thanks to pranksters. Instead of a major city such as London winning, the most votes went to Batman with 1,731 votes, which happens to be a conservative city in a Muslim province in Turkey that would not welcome the condoms.
Companies run this risk of such problems when they try to interact with their customers through social media like this. For instance, McDonald’s (NYSE:MCD) had problems with a Twitter campaign in 2012 when customers started tweeting snarky comments about the company. According to Bloomberg, McDonald’s shut down this campaign less than two hours after it had started.