How to upset the

Twitterverse

A saidWot Case

Study

March 2012

Compiled by @etta_howell

The Formalities

This Case Study is based on all comments received the 13th and 14th of

March 2011.

It is based on all comments from around the world.

This case study was not compiled for a specific brand, but purely out of curiosity and a burning passion to showcase the impact of Online

Reputation Management.

If you would like more information about saidWot, please contact us: www.saidwot.com/contact-us

The Story

The advertisement has since received

65 411 views on YouTube, but was

removed from TV screens due to a large

number of complaints.

Here are the details...

On the 12th of March 2012, Red Bull aired a controversial advertisement on

prime time South African TV.

Where did the conversation take place?

3 articles posted on Websites

789 comments posted on Social Media

Platforms

5 posts on Forums

8 articles posted on News sites

Said What?

Sentiment

Majority of the coverage received over the two days was

negative, although positive comments increased on

the 14th.

The reputation score also came to 0.90/5, which displays the negative perceptions surrounding the brand.

Where on earth are they?

The advertisement was discussed worldwide, with majority of the comments

and shares originating from South Africa, the USA and the UK.

Where did they leave a mark?

653 Tweets

127 Status updates

8 FriendFeed posts

3 HelloPeter complaints

2 Articles on Independent

Online 2 Articles on Times LIVE

Social Media Infuencers

Majority of the individuals speaking about the brand have a low number of followers and fans.

What did they say?

What did they say?

Trending Topics

Catholic opinions: 112 comments, including links to articles.

Advertising Standards Authority and Broadcasting Complaints

Commission: 53 comments.

The ASA and BCCSA also received over 40 complaints in just 48 hours.

3 individuals stated that they received feedback from the authorities or Red

Bull, ensuring them that the ad will not be aired again.

Trending Topics

Popular hash-tags used include #redbull, #redbullad,

#advertising, #teamjesus, #brandfail and #fail

How much was it worth?

Each article or comment about the advertisement was worth

R516.27 Overall, about 2 078 003 people worldwide saw comments about the ad in only

2 days.

The negative comments alone were seen by 905 591 people worldwide.

The outcome?

Red bull finally withdrew the ad from being aired again, although the negative

impact on the brand’s online reputation was already made.

The brand did not publically post any releases, replies or apologies,

increasing the negative impact.

This situation may also lead to a loss in sales due to a large number of

individuals stating that they will now boycott the brand, and are also urging

others to do the same.

More Information

We have all the data and analysis available that went into writing this case study. If you are interested in receiving this, please contact us on the

details below.

If you want to know what is being said online about your brand, then contact us on the details below and we will gladly set up a demo account

for you.

South Africa: Tel: +27 11 021 8740 Email: infosa@saidwot.com Web: www.saidwot.com

United States: Tel: +00 (1) 704 450 2403 Email: infous@saidwot.com