I have just read about Coca Cola’s recent Twitter fail at the Super Bowl (and campaign website fail also). A question comes to mind: could the brand have anticipated *and* avoided the issues experienced as it quickly reached its (increased) tweet publishing limit on the social network?
In my view, yes. On two grounds.
First, given the sheer size of the audience targeted on the day of the event, I feel it was ill-advised to use Twitter as a communication tool to thank *individual* users who were voting in its game. The risk of reaching the allowed hourly and daily limits was very real. An eventuality that became all the more real when voters on D Day were redirected to vote via Twitter… when the campaign site crashed under the heavy traffic.
What was the size of the audience I hear you ask?
Enormous. On the day of the incident only, as the ad aired at the start of the game, over 108 million Super Bowl TV viewers (vs 100 million estimated) tuned in and were able to vote for their favourite team through the campaign site and the brand’s social media channels.
Add to this the fans of the brand as content was seeded across all its social channels leading up to the game and during the game to get the voting and engagement going: nearly 60 millions Facebook fans, 0.5M+ Twitter followers plus YouTube viewers on top and without counting Tumblr and Instagram.
Not surprisingly, the levels of participation were no less impressive:
On its website, Coca Cola boasts “over 11 million fan engagements” and continues on with “Over one million fans visited CokeChase.com to vote for the characters they liked best. More impressively, those visitors stayed on the site, each participating in an average of eight “sabotages” against opposing factions. While the company anticipated fewer than one million total sabotages, nearly 7.3 million were performed”.
So, did Coca Cola simply become a victim of its own success having underestimated user engagement levels?
Yes but not just.
Regardless of audience sizes, I don’t feel it was necessary to thank voters participating via Twitter. In fact, it would have been ok not to thank them on Twitter in my opinion.
As a frequent user of social media networks, Twitter doesn’t strike me as being the right forum to do this i.e. I would expect a brand to thank me personally for my participation on Facebook but not on Twitter, where this kind of 1:1 interactions are pretty scarce in my own experience.
I feel Twitter is used at its best mainly as a source of up-to-the minute news bites – and when I retweet any of the tweets I receive from the brands, bloggers, etc I follow, I don’t expect them to thank me in return. I guess that’s how I have been conditioned.
As for Twitter’s response and policy on campaigns of that scale – I was relieved to read that Twitter expects advertisers to know better: “For Twitter, the issue boils down to protecting user experience and making sure that people and brands are tweeting in a judicious way”.
Judicious = sensible and Coca Cola was nothing but sensible on this one occasion.
I was equally pleased to find out that it is not Twitter’s intention to create special accounts with super high daily publishing limits. This would equal to a form of spamming in my world and as a Twitter fan, I would be devastated if it ever were to turn into Facebook any time soon, where the level of “advertising spam” is driving away users.
Finally, this one marketing glitch on Coca Cola’s part doesn’t take away the brilliance they have otherwise demonstrated in the planning and execution of their Mirage campaign – this truly was a marketing coup on many grounds and a fine example of how Social TV works – more on this later!
For now, check out the ad that kicked off this one-of-a-kind TV-and-social-media game if you haven’t seen it yet: