Is your prank predictable and/or goofy?.Is there an appetite for that piece of fake news?.With the prank, would your brand come across as insensitive or unempathetic?.Would the prank adulterate the consumer perception of your brand purpose?.How would your prank fit in with the context of ongoing or pressing macro or micro problems your consumers may be experiencing?.As a marketer, are you reading the room, or will your brand come across as tone-deaf?.Is your prank capitalizing on a mishap or misfortune of any kind?.If you are considering pranking your customers next April, please consider the following: Granted this isn’t an April Fool’s Day prank gone wrong, but there are lessons to be learnt when gimmick marketing fails – the consequences are there for all to see and for smart marketers to learn from. Burger King is a cautionary tale – just weeks after the fast-food brand’s UK chain was labelled ‘tone-deaf’ for its “women belong in the kitchen” #IWD2021 message, the brand in Chile capitalized on the Suez Canal blockage to advertise its Double Whopper, sending Egyptians on Twitter calling on others to #BoycottBurgerKing. Yet they are employed on the first day of the fourth month of every calendar year as an occasion to launch yet another marketing gimmick, but really, are they worth the risk? As consumers, on any other day, we would seldom brush aside being victim to a prank by a brand, but in the spirit of April Fools’ Day, we entertain the lie, sometimes at the cost of panic or annoyance, and sometimes at the cost of being entertained.īrands must not get starry-eyed launching such gimmicks under the guise of ‘bold marketing’. Pranks like this one are insensitive and cost brands their reputation and ultimately, revenue loss. This prank was an irresponsible move by Deliveroo, especially in a world where movement restrictions, unemployment, bank frauds and fake news are (for the lack of a better phrase) “the new normal”. The joke wasn’t received well and Deliveroo struck a wrong chord with many. You can enjoy the evening by ordering the pizza of your choice.” Not sure how much consumer goodwill a brand can reclaim through free margaritas. Deliveroo’s response did not even include an apology: “We confirm that it was an April Fool’s joke. This is what occurred on 1 April this year – many panicked Deliveroo customers in France who received fake bills worth 466.4 euros took to social media to voice their anger. Join our free Online Briefing on Video 2021: Future Trends and Effectiveness to learn how to do it even better. Video is an essential part of advertising and content-marketing strategies. You, in (rightful) frustration, either vow to never use the company’s service again or tweet and invite others to boycott them. Sometime later, you realize you’ve been victim to an April Fool’s Day prank by the delivery company. You panic obviously, and either contact the delivery company or the restaurant or get in touch with your bank to block any payment. Picture this: you receive a bill with your name on it, made out for hundreds of euros worth of pizza, except, you never placed an order.
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