Does Disney think it’s customers are stupid?
Techdirt this morning has a story about Disney using anonymous quotes from IMDB in ads for it’s movies:
Disney has now been caught trying out a new tactic: using quotes from anonymous internet commenters on IMDB. These “commenters” could be, for example, Disney employees, but go under usernames like “Theedge-4″ and “Mjavfc1.”
Maybe I have too much faith in human kind, but won’t people see straight through this?
It seems to me that this is an egregious example of old world thinking in marketing.
October 8th, 2008 at 10:27 am
Sad. Undermines our trust in ‘real’ reviews as well which has disturbing implications for businesses working in that area.
October 9th, 2008 at 12:19 pm
When we go live in early 2009, this issue won’t arise, because we will offer live content quoted from the horses mouths’ of the celebrities involved within the films themselves, which will be much more interesting.
My epitaph will be ‘user-generated content isn’t the answer, it’s user- generated advertising which holds the key’. Also is it just me, or do Amazon and IMDB etc. have a complete style bypass problem?
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October 28th, 2008 at 1:59 pm
Interesting how transparency is catching out many big brands now… will marcomms finally get the message? I’ve blogged about your post over @ http://www.youth-marketing-buzz.com/2008/10/buzz-words-trust.html
November 4th, 2008 at 9:52 am
[...] universe and community.* (3) Took consumers for granted: You took your consumers for granted or assumed they were stupid (eg Disney)* (4) Failed to control: Your platform or brand becomes overrun because you overmarket [...]