Commentary

Groupon, KC And McDonald's Piss People Off, But Does Anyone Care?

by Kaila Colbin , Featured Contributor, February 11, 2011

Let's face it: the Groupon ads were lame.

Forget offensive, inappropriate, or out of context. They just weren't any good. And the main reason they weren't good is that the story they told went in exactly the wrong direction: from heart to wallet. They started us thinking about serious topics, began to evoke our higher selves and deeper principles, and then turned the tables to show how they really perceive us: as shallow beasts who will happily sacrifice a couple million acres of rainforest to save a few dollars on a bikini wax.

This may be true, by the way. But there are lots of true things about the way we behave that we prefer not to acknowledge. For example, many of us who care about the environment drive or fly to get places. They could have made a commercial that said, "Global warming is destroying biodiversity, causing species to go extinct, and threatening the whole of humanity -- but it's worth it if you get to travel first-class." I personally would love to travel first-class, but the juxtaposition reminds me of the shallowness of that desire, killing it rather than reinforcing it.

So do I think the ads were a bad move? Yes. But will they kill Groupon? I doubt it.

Post-Super Bowl, my colleague Catharine Taylor wrote about Kenneth Cole's provocative and irreverent campaigns, saying, "It's time to change your brand." But as one commenter pointed out, citing an Ad Age case study on social-media sin, Kenneth Cole's Egypt tweet had, if anything, a slightly positive effect on the brand, driving a significant increase in followers while events unfolded. Likewise, the only reason I sought out the Groupon ads was so I could find out what all the controversy was about; I'm sure they've had millions of additional views for that very reason.

Here in Christchurch, New Zealand, our local Twitter community was disgusted by a tweet from a McDonald's NZ account: "Shakey town Christchurch I think you could do with some McDonald's #eqnz." The #eqnz hashtag is used to identify tweets relating to our ongoing earthquakes, and it's just inappropriate to use it to sell Big Macs. But will the raised hackles translate to fewer sales? Again, I doubt it. I won't patronize them, but I never did, and I don't think the transgression would be enough to interrupt a Golden Arches habit.

So is the moral of the story that it doesn't matter how naughty you are, how offensive on Twitter, or how insensitive on the most widely watched TV commercial of the year?

It depends what you mean by "matter."

If the only definition of "matter" is "have a negative impact on sales," then perhaps it doesn't matter.

But if the definition of "matter" is "to make a difference, to build a company that stands for people, planet and profit, to behave with character even if you don't get paid to do so -- and, in fact, even if nobody's watching, to be role models for future generations of businesses and individuals, and to have a lasting impact that instills pride in all those associated with it," then, yeah, it does matter.

As my good friend Paul Dunn, chairman of the revolutionary organization Buy1Give1, told me, the journey that matters is only 18 inches long. And, unlike what Groupon would have you believe, it's not from the heart to the head. It's from the head to the heart.

As always, I'm looking forward to your thoughts on this. Get in touch on Twitter or leave me a comment. Can't wait to hear what matters to you.

ad campaign, commentary, super bowl

7 comments about "Groupon, KC And McDonald's Piss People Off, But Does Anyone Care?".

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Linda Lopez from Independent, February 11, 2011 at 12:21 p.m.
Great observations. My first reaction upon viewing Groupon's Tibet ad was, What?? My second was, Way to shoot yourself in the foot, Groupon -- trivialize a human rights catastrophe, insult American consumers, and piss off China, all in one fell swoop. Impressive.
Reply

Paula Lynn from Who Else Unlimited, February 11, 2011 at 12:50 p.m.

Besides the obvious idiocracy of Groupon, all it said it that you got $15 off a $60 meal. You can do better with the local coupons that come in the mail. But really, as for Groupon depending upon small and even smaller businesses which cannot afford to keep giving "up to 90%" off as Groupon advertises. So they will wind up giving about 10-15% off phrasing it like it is a big deal. Fizzel Sha-zizzle.

Kate Lafrance from Hartford Woman Online Magazine, February 11, 2011 at 3:12 p.m.

After catching the emotional reactions (on both sides of the political spectrum) from the pundits I am very pleased to read your pragmatic take on the Groupon ads from an industry insider. If nothing else - we are still talking about these ads almost a week later.

Timothy Mcmahon from McMahon Marketing LLC, February 11, 2011 at 5:01 p.m.

It's an ages-old theory: "any press is good press" but it is wise not to confuse traffic with allegiance or even short-term revenue. Everyone stops to gawk at an accident scene.

Timothy Mcmahon from McMahon Marketing LLC, February 11, 2011 at 5:02 p.m.

It's an ages-old theory, any press is good as long as you spell my name right! It is wise not to confuse traffic with brand building. Almost everyone will stop to gawk at an accident scene.

George Mccasland from Dads House Educational Group, February 11, 2011 at 11:54 p.m.

Super Bowl Pepsi Max Commercial Showing Woman Abusing Man
The issue is not race. This commercial was highly offensive to the male victims of domestic violence who find themselves unable to find help as people think it is funny. Seventeen years ago, the Super Bowl also played another controversial commercial, based on report that never existed, yet was reported as fact by the national news, that more domestic violence against women took place on Super Bowl Night than any other night of the year. Men are the victims of domestic violence in at least 39% of the cases, yet shelters are designed to only help women. Consider the uproar this would have generated had had the gender roles been reversed. Note that the creator of the as lives near me.
http://OtherFaceOfAbuse.org/SuperBowlPepsiMaxCommercial
http://OtherFaceOfAbuse.org/MenDontTell

Domestic Abuse Helpline for Men and Women
http://DAHMW.org
http://OtherFaceOfAbuse.org/DAHMV.org-Facebook

kumar zodiac, February 12, 2011 at 4:23 a.m.

Seventeen years ago, the Super Bowl also played another controversial commercial, based on report that never existed, yet was reported as fact by the national news, that more domestic violence against women took place on Super Bowl Night than any other night of the year. Men are the victims of domestic violence in at least 39% of the cases, yet shelters are designed to only help women. Consider the uproar this would have generated had had the gender roles been reversed. Note that the creator of the as lives near me.

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