Social inexperience sinks Toyota campaign

A Saatchi & Saatchi campaign for Toyota backfired after the company launched a user-generated film competition — then picked as the winner a video that many saw as deeply insulting to women. Picking through the debris, Tim Burrowes argues that neither the agency nor the marketer understood the basics of running a social-media campaign. “It wasn’t social media that created this disaster for the brand — it was the lack of social-media savvy,” he writes. (Australia)


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