{"id":3588,"date":"2008-11-16T22:56:29","date_gmt":"2008-11-17T02:56:29","guid":{"rendered":"http:\/\/www.mathewingram.com\/work\/?p=3588"},"modified":"2008-11-16T22:56:29","modified_gmt":"2008-11-17T02:56:29","slug":"flash-flood-mom-bloggers-and-motrin","status":"publish","type":"post","link":"https:\/\/mathewingram.com\/work\/2008\/11\/16\/flash-flood-mom-bloggers-and-motrin\/","title":{"rendered":"Flash flood: Mom bloggers and Motrin"},"content":{"rendered":"

My kids are too old to carry around in slings — I mostly drive them everywhere now — but I can still sympathize with the mom (and some dad) bloggers who are up in arms<\/a> about Motrin’s latest marketing campaign, which uses “baby-wearing” as a way of trying to appeal to moms as potential customers. The rationale seems to be that using slings and other baby-carrying paraphernalia is mostly a fad, and causes back and neck pain that requires Motrin. Instead, hundreds of moms are criticizing<\/a> Motrin on Twitter — where they have helpfully tagged their comments with #motrinmoms<\/a> — and on dozens of blogs as well.<\/p>\n

If you’re one of those who believes that “any publicity is good publicity,” or that getting potential customers “engaged” with your product includes pissing them off<\/a>, then the Motrin campaign probably seems like a great success. And I’m sure there are those who will argue that the critical Motrin moms<\/a> are a vocal minority, that they are too easily offended<\/a> by something that was meant to be humorous, etc. That may even be true. But it’s still a problem for the company — a very modern problem. For better or worse, this kind of social-media “flash flood” of negative PR<\/a> involving Twitter, blogs and Facebook is becoming more and more commonplace.<\/p>\n

<\/p>\n

It will be interesting to see how Motrin responds. Will they take the same road as GM did when everyone used<\/a> the footage they provided to generate negative commercials for the Chevy Tahoe? Or will try their best to they ignore it? If they’re smart, they’ll run a bunch of the Twitter comments, video responses and blog posts on the Motrin site. Dave Knox, a digital brand manager for Procter & Gamble, says Motrin has a problem<\/a> on its hands (link via Cyndy Aleo-Carreira<\/a> at The Industry Standard). Shannon McKarney has some good perspective on the whole kerfuffle here<\/a>.<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

My kids are too old to carry around in slings — I mostly drive them everywhere now — but I can still sympathize with the mom (and some dad) bloggers who are up in arms about Motrin’s latest marketing campaign, which uses “baby-wearing” as a way of trying to appeal to moms as potential customers. … <\/p>\n

Continue reading “Flash flood: Mom bloggers and Motrin”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crsspst_to_mathewingramblogwordpresscom":false,"mf2_syndication":[],"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-3588","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/3588","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/comments?post=3588"}],"version-history":[{"count":0,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/3588\/revisions"}],"wp:attachment":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/media?parent=3588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/categories?post=3588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/tags?post=3588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}