As the bot-led, automated Twitter strand of adidas’ #DareToBeDifferent Arsenal kit launch campaign backfires spectacularly, we wonder when sports marketers are going learn from past mistakes and stop opening themselves up to offensive manipulation by chasing the cheap social metrics that un-monitored bots can generate.
From racism and sexism, to scandal and offense, the Activative team chooses its ‘Worst 5 – Best Of Backlash’ sports marketing campaigns.
1: Adidas/Arsenal ‘This Is Home’ / Dare To Create’ Kit Launch (2019)
2: Mastercard ‘Juntossomos10’ FIFA World Cup – Russia (2018)
3: Burger King ‘Pregnancy Reward’ FIFA World Cup – Russia (2018)
4: Coca-Cola ‘Make It Happy’ Super Bowl (2015)
5: Heineken ‘Shoe Sale’ UEFA Champions League (2014)
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