Ask a stupid question, get a stupid answer
Carlton & United Breweries have come under attack today from the Advertising Standards Bureau for allowing users to post derogatory comments on their official VB Facebook page.
It all started when CUB posted this question: “Besides VB, what’s the next essential needed for a great Australia Day BBQ?”
Which prompted a barrage of horrible comments that according to The Australian, vilified sexual identity discriminated against women and used obscene language.
The ASB said they considered the comments left by people on the social network site “advertising”, even though the company had not posted them.
CUB has acknowledged the ASB concerns, but said it removed the comments and does not in any way endorse them.
But what would CUB customers think about that? Most beer drinkers are largely, by nature, larrikins. Making a joke and having a cheeky sense of humour comes naturally, it’s part of the experience.
CUB should have taken this into account while they were developing their social media marketing strategy. The question they used to start a conversation was far too simple and straightforward. It doesn’t suit their audience, show brand awareness or spark any kind of relationship or understanding of the product they’re selling.
No wonder they got such a low-level response.
Better questions would have asked fans of the VB page to list their favourite CUB beers and then match the best BBQ meats. Or post a photo of their best Australia Day BBQ.
This would engage their audience, test their product knowledge and give them a chance to show off what it is they really love about the brand. This makes the product experience “personal” and at the end of the day that’s what good social media is all about.
And if CUB are so keen to grow a loyal customer base why not just make beer that tastes better.
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