What To Do When Social Media Marketing Goes Awry
"We faced our share of bumps," he said, quickly shifting his response to something that has universally been viewed as a success: Pepsi's ground-breaking "Refresh" campaign.
On the first day of the campaign, Bough said PepsiCo's social marketing team was aghast to see that influential tech industry blog TechCrunch put some negative spin on the effort with a story headlined: "Social Media Gone Awry."
Bough said the PepsiCo team immediately jumped on the story, and got TechCrunch to reposition it, but he said it ultimately was a good learning experience for the company.
"What we've been able to do, more than mitigate it, is to get the organization not to be afraid to take risks," he said.
The infamous TechCrunch Headline (circa Jan. 13, 2010).