‘Hey, wouldn’t it be sweet if we got some of that tasty, tasty earned media?’ said The Brand. ‘I know’ – The Brand’s social media manager and evil sidekick jumped into action. ‘There’s this show called House of Cards that everyone’s talking about, and its 3rd season is going live today – let’s say something and piggyback on their hashtags for maximum win. Our product has nothing to do with the show and we’re not funny or anything, but who cares, let’s do it!’
…. Aaaand scene:
Hey brands — yeah, you. The reason people like social channels is because of authenticity (yeah, we could debate this till spring but let’s not) — when you try stunts like this you’re really just shooting yourself in the foot.