Enough people have registered their opinion to confirm this deal-breaker for everyone: Groupon’s Superbowl ads Sunday night were ill-conceived and offensive. Goodwill earned from this promotion: 0%.
As of this printing, Groupon should have apologized (they haven’t), pulled the ads (saw one last night), fired their agency (standing shoulder to shoulder) and donated a boatload of money to the causes they offended (Umm…nope).
But while the ads may have been a disaster for Groupon, they highlight four important lessons for causes and the businesses that work with them.
Holy, Batman! This cause marketing stuff really works! The outrage against Groupon was immediate, loud and passionate. As Willy Wonka said, “Strike that. Reverse it.” Now imagine if Groupon had produced a great cause marketing ad and the raves it would have earned from viewers. Cause marketing is a powerful, meaningful strategy that enhances a company’s favorability–when it’s done well. When it’s not, it has an equally potent but negative impact.… Keep reading