Archive for Cara Fuggetta

Retailers Make Marketing Mistakes Amid Hurricane Sandy Tragedy

Posted by Cara Fuggetta on November 9th, 2012 at 9:32 am

Hurricane Sandy was devastating. It took the lives of 113 people. An estimated 30,000 to 40,000 people will be left homeless. 8,000,000 people were without power from South Carolina to Maine (and many still remain without power).
Amid the chaos, four major retailers somehow saw Hurricane Sandy as a marketing opportunity. Perhaps the potential dollar signs clouded their common sense and sensitivity for fellow Americans.
Here’s how American Apparel, Urban Outfitters, Jonathan Adler, and Gap exploited #Sandy:

American Apparel launched a Hurricane Sandy sale for states affected by the hurricane in case they were “bored”

Urban Outfitters offered free shipping in a tweet that including the hashtag #Frankenstorm.

Jonathan Adler also offered free shipping with the promo code SANDY which was then changed to STUCKINSIDE.

Gap even checked in at “Frankenstorm Apocalypse- Hurricane Sandy” on Foursquare and leveraged the hashtag #Sandy to promote shopping.

Just because a topic is receiving a spike in social chatter or is trending on Twitter, does not make it appropriate to exploit a catastrophe. Marketers, have we not learned from Kenneth Cole’s horrendous #Cairo tweet?
These four retailers pissed off a lot of customers and other social media users. And now these brands are in damage control mode. Of course, they’ve apologized for... Read more