Sep 052014

Using trolling as a marketing campaign on social media. Advertising used to be so polite. Well except when it wasn’t. When Apple ripped into IBM with the Superbowl 1984 Ad, it was a shocker to the world. And unusual. Today it seems that every brand voice is experimenting with being obnoxious to get those much needed eyeballs that wander the ‘net lost in the Attention Economy. Dissing competitors is du jour. And activating your customers as an army leads to hooliganism that is usually reserved for soccer brands. What’s up with that?

Grab a cup of coffee while you read this and play the videos. Or a Coke. Will a Pepsi do? Cola Wars. Or a Burger King vs a Whopper (“Whoppers taste better”).


Cup from Microsoft. yes. Microsoft.

Or a beer

Brand Sarcasm – IKEA vs Apple

The newest trollmarketing campaign comes from Ikea against, ironically, Apple. And it’s funny, in a bitchy, attention seeking kinda way.
Ikea vs Apple – nearly 2 million views.

Brand Hate The Other Guy – Microsoft vs Google

Good old Microsoft – that bastion of brand love and customer happiness ratings [sarcasm]- vs Google.  Microsoft has developed an independent microsite called Scroogled (after Doctorow’s short story) to basically diss Google. Feel the love here. I didn’t find this one so funny. It seems to be arming the Microsoft fanbois against the Google fans. Key influencer against key influencer. This works – think football, sports in general – but what was fun in early Apple days against IBM, seems to reek of desperation today. Microsoft playing the underdog just doesn’t cut it?

Trollmarketing trashtweeting
There are blogs and merchandise and tv shows dedicated to trashing the opposition. Or at least making catty comments about other singing reality TV shows!

Brand Tribe War – Samsung vs Apple.

Getting your customers to go to war with the competitor customers is an art form. Some have mastered it others not so much. HOMEWORK. Post this question up on your personal Facebook profile or Twitter account: Hey guys I’m thinking of getting a new phone. Android or Apple?  Sit back. Watch. Samsung is very naughty re: Apple.

Audi vs BMW billboard war escalated on Facebook.

If you are Sony Playstation, you wait until the day of the Microsoft Xbox release then mock/parody/hat tip the war between the two brands in a video on YouTube

It’s not just Technology wars – bank wars

Activate your customers to “break up with their bank”. NAB dropped this one on their competitors on Valentines Day. Noice.


Whether it’s individual competitors hammering it out for example Mumbrella’s Tim Burrowes who sells tickets to his social media conference in Sydney for $900 a day, dissing me for charging the same for a small workshop in Bali  (and his 29 other bitchbloggings about me) or the big boys of Ikea and Apple and Microsoft slugging it out, it’s all rather unpleasant. I’m not sure it reflects well on the initiator (seems a bit mean spirited to me) unless it’s done with a light touch and humour. Ikea gets it. Microsoft doesn’t. I’m pro- competition. It makes us better. But does it have to be sooo nasty? Trollmarketing and Trashtweeting can bitch right back at you.

Competitor Trashing vs Customer “Feedback”

I’m all up for listening to paying customers complain. And turning it around. You CAN win that war.

But competitors? Nah. NOT A CHANCE. Just stick it to THEM the next time they screw up. Or get on with being successful – give them something to REALLY waste their time on. ;)

Does anyone have a copy of the photo where a bank puts up “now open on Weekends!” and the competitor copies the sign with “Always been open on Weekends!”. I’d love a copy. :) Ta.

PS Fave Brand wars that you’ve seen or indulged in?

Apr 172013

What are the four types of status updates for social media that improve engagement? Facebook and Twitter – be the magazine not the advertisement!

Feb 182013

2014: Are you looking for practical computer based or lecture based training on Facebook, Twitter, social media campaigns, social media measurement etc? Here are a list of our courses and workshops in Sydney in 2013

May 062011

Nestle has brought out a suite of viral videos, that are sure to cause a lot of discussion on how bad they are. Benny Hill reruns springs to mind. However mixing the marketing shouldn’t mean mixing the messages – telling consumers on one hand that the company wants to engage with them, to listen to them in social media channels, exchange dialogue yet on t’other scream at them from the TV, radio, newspaper and viral video sites “on brand” messages is just schizophrenic. Is Nestle’s demographic horny men lusting after Germanic farm girls in braids, or educated women and mothers Continue Reading…

Apr 222010

An interesting way to calculate Return on Investment (ROI) of a Facebook Fan Page. Sorry Brand Page. and we don’t Fan brands anymore, we like, Like them. $3.60 Facebook Fan Valuation Is Just the Tip of the Iceberg What’s the value of a Facebook Fan? – a question we are asked every day. Savvy marketers continue to invest substantial sums in building a presence on social networks like Facebook and Twitter.  They clearly see the Return on Investment (ROI), and we want to help you understand some of the reasons why.  So we developed the first-ever published Facebook fan valuation Continue Reading…

Jan 152010

HotelsMag has come up with 10 Internet Marketing Resolutions for 2010 including social media ones. Interesting to juxtapose them against the reality of our booking with Discover Australia and staying at the York Fairmont in the Blue Mountains. Aaah Holidays. Who’d ‘ave ‘em eh?  Just had a rather crappy experience with Discover Australia – they advertised “Free Internet -Exclusive” for the hotel we wanted to stay in, then after we booked (we sent a confirmation email with a question on the internet) said “Oh it’s just a FREE 1/2 HOUR”. I reported them to the ACCC – remember “free”mobile phone Continue Reading…

Dec 192009

I tried to join Marcom Professional community but – and there was no warning, it was after I filled in the form – they require an email address of someone I know on the site. Well I know a bunch of people on there, and tried about EIGHT email addresses, but none of them worked. So sorry, Brian, Trevor, Walter et al. you get to remain a boys club. The About page is really poor as well – in the section that should be the personality or voice of the site is: MarCom Professional is designed and hosted by a Continue Reading…

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