When it comes to media, everyone wants to crack the code and discover the next big trend. Businesses want to engage so tightly to consumers that at times it can become ridiculous. Companies want to reach into the “now” so bad that they overstep boundaries. In this day and age it is so easy for an advertisement, campaign, tweet or post to be taken out of context. Tactics that were meant to be funny turn into failure. For example, the breakfast chain, IHOP, did not succeed with sarcasm.
This tweet failed. Many women did not appreciate the underlying reference to “flat-chested” women. IHOP could have stopped this failure if it paid attention to the fact that embracing body-image is what is popular today.
The result of comical media is something that marketers must pay attention to. In the world of copy & paste and screenshots, one wrong picture or tweet can really jeopardize the success of a campaign. You know the saying, “Once it’s on the internet, it’s there forever”.